CalmaZampa
Client Alexa and ENPA | Agency Amazon Brand Innovation Lab
Role Creative Director
The problem
The majority of dogs freak out when bad weather hits - and 30% of them develop serious storm phobias which makes life miserable. And with 80% of dog owners feeling guilty about having to leave their pets at home alone, it’s a big source of stress for parents too.
The insight
The weather is unpredictable, which means dog owners can’t always be there when storms hit and their pets need reassurance the most.
The response
In a first-of-its-kind technical innovation, we used Alexa’s weather API to track the movement of pressure fronts and storm systems across Italy to automatically play soothing content for dogs through smart speakers - even when owners weren’t home.
We created three playlists designed to cover different intensities of weather, from light atmospheric changes to full-on thunder storms - these played in response to the weather conditions identified by the API. Each track was specially tuned using a bespoke AI model to boost the relaxing 432hz range.
To validate the science and launch the skill, we partnered with ENPA, Italy’s most trusted animal welfare NGO.
The results
13.8 million media and social impressions.
114,000 interactions with Alexa skill.
10+ editorial pieces in key media like IO Donna and Agenzia Italia.
My role
Proactively identifying the opportunity to help our customers and their pets.
Defining the creative solution and technical AI and API features needed to deliver the first-of-its-kind Alexa skill.
Leading design technologists and copywriters to create the skill, from prototype to launch.
Getting stakeholder buy-in from senior leadership at Alexa, Amazon Ads and ENPA, unlocking the production and media budget needed to activate.
Creative directing all campaign assets.
Testimonies
“This campaign really showcased how Alexa's technology can serve pet's well-being as a useful and discreet ally to improve the life's quality of the animals and of the families who love them."
Chiara Rubagotti, Product Manager of Amazon Alexa
"We’re so grateful to Alexa for putting tech at the service of animal protection. It shows that, together, we can make a difference."
Carla Rocchi, National President ENPA
Awards
Silver, Health and Pharmacy Innovation
Art Directors Club Italy Awards