Alexa+

Alexa+: Launching the Future of Generative AI-Powered Voice Assistance in Canada

Brand and Product Launches Experiential and Events

AI doesn’t need to be explained – it needs to be experienced.

For the Canadian debut of Alexa+, Strategic Objectives designed a launch that moved beyond specs and soundbites. By placing the technology inside a fully realized, custom home-inspired environment, the program translated advanced generative-AI capabilities into moments that felt intuitive, useful, and immediately relevant – earning attention from tech experts, lifestyle media, and cultural tastemakers alike.

The challenge

Translating innovation into real life

As agentic AI accelerates, breakthrough technology risks feeling abstract or overwhelming. Our challenge was to help Canadian media, creators, and consumers understand Alexa+ by using it – demonstrating its value in real-life scenarios while maintaining credibility with tech experts, and appeal with consumer and lifestyle audiences.

The solution

A home built for storytelling

We created an immersive, experience-led launch that allowed media and creators to discover Alexa+ naturally – inside a space designed to feel lived in, not staged.

Key elements included:

Designing a custom-built home environment – complete with office, kitchen, and living room – to showcase Alexa+ in everyday use
Hosting a live, guided demonstration on a branded fireside chat stage to anchor the experience and set a clear narrative
Curating two separate sessions for Canadian tech media, and lifestyle and consumer media, ensuring depth where it mattered and accessibility where it counted
Extending the experience into the evening with an invite-only influencer showcase, optimized for content creation and social storytelling
Partnering with select content creators to sustain online, easy-to-understand conversation beyond the event
Coordinating in-person and virtual interviews, and leading national media relations to secure high-impact, far-reaching signature coverage

By prioritizing hands-on discovery, the launch drove true understanding and authoritative coverage of Alexa+’s next-gen AI capabilities

The results

Proving the power of experience

49+ million total impressions
370 earned media stories
80 pieces of earned social content
60 influential media and creator attendees
Tier-A national broadcast coverage spotlighting Alexa+ as a defining 2026 tech trend
CPRS Toronto ACE Award for Best Use of Media Relations (Over $50,000)
CPRS Toronto ACE Award for Best Use of Special Events or Experiential Marketing
CPRS Toronto ACE Award for New Product or Service Launch Campaign of the Year
IABC/Toronto OVATION Award for Media Relations (Budget greater than $100,000)

Results

Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?

Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!