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Alexa, Play Amazon Music

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Industry Online Retail & E-stores, Mobile applications
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Media Outfront Studios
Service Agency Rapport
Released June 2017

Credits & Description

Market: USA
Client: Amazon Music
Amazon Music visit
Agency: OUTFRONT Media and Rapport
Media's Executive Vice President and Chief Marketing Officer: Jodi Senese (OUTFRONT)
Global CEO (Rapport): Mike Cooper
Date: June 2017
Alexa, Play Amazon Music: Amazon Teams Up with OUTFRONT Media and Rapport for Largest Times Square Advertising Installment Ever
A 79 Foot Amazon Echo Now Stands Above Time Square in New York City – Breaking the record of the Largest Advertising Install by Pepsi in the 1940s
Amazon Music and Echo combine the simplicity and magic of natural language voice control with tens of millions of songs for the ultimate personalized jukebox experience
NEW YORK, June 14, 2017 /PRNewswire/-- As part of a groundbreaking advertising campaign for Amazon Music, OUTFRONT Media Inc. (NYSE: OUT), one of the largest out-of-home media companies in North America, and Rapport, the out-of-home media buying and planning agency of IPG Mediabrands, today unveiled a 79-foot-tall Amazon Echo replica in New York City’s Times Square.
Rapport, in partnership with Traction 3D, led the conception and fabrication of the replica build, which will live on one of OUTFRONT Media’s largest billboards in Times Square. Standing over seven stories high, with a circumference of around 24 feet and weighing over seven tons, the giant aluminum Echo replica will be on display on Broadway between 44th and 45th Street now through June 25. The Echo installment includes an LED light ring programmed to replicate the pattern activated when a user asks Alexa a question in real time.
“Amazon Music’s gigantic deployment is a key example of the creative possibilities out-of-home offers brands and we are very excited to be a part of this unique campaign” said Jodi Senese, OUTFRONT Media's Executive Vice President and Chief Marketing Officer. “Times Square remains one of the most prominent advertising hubs in the world and brands continue to leverage the high visibility space here and large audiences; our historic work with Rapport and Amazon today marks a new chapter in the playbook.”
The Echo installation is part of Amazon Music’s large scale advertising campaign, “Music Unites,” which was inspired in part by John Lennon and Yoko Ono’s “Happy Xmas (War is Over)” billboard campaign. That powerful message, coupled with Amazon Music’s popular lyrics search feature when listening on Echo, led to today’s Amazon Music campaign, which features iconic lyrics that express positivity and togetherness in famous locations in 15 cities across the U.S., U.K., Germany and Austria.
Times Square has historically been a prime advertising location for brands and receives over 300,000 visitors daily today. Over the years, Times Square has lead the out of-home industry’s shift toward a digital platform, enabling companies to share their story at an impressive scale, with all the benefits of full video, motion and sound. Examples include OUTFRONT’s recent launch of their first app-based ON Smart Media Liveboard in partnership with Jetblue in 2016. Working alongside innovative companies like Rapport, has been significant in allowing OUTFRONT to provide brands with a platform that is representative of this industry shift.
About OUTFRONT Media Inc.
“Rapport has a long and storied history of innovative and dynamic campaigns in the out-of-home space,” said Mike Cooper, Global CEO, Rapport. “It’s been a thrill to work with a client that regularly pushes the boundaries of advertising like Amazon. We’re keen to see the engagement from the millions of visitors in Times Square who will come across this truly impressive ad.”

OUTFRONT Media is one of the largest out-of-home media companies in North America with a leading presence in top markets throughout the United States and Canada. We have a diverse portfolio of billboard, transit and digital displays reaching mass audiences, as well as a distinct offering of prime assets impacting select markets. As part of our ON Smart Media technology development initiative, we are developing hardware and software solutions for enhanced demographic and location targeting, and engaging ways to connect with consumers on-the-go.
About Rapport
Rapport is the out-of-home (OOH) media buying and planning agency of IPG Mediabrands. Best known
for the strength of its relationships, and rewarding connections, Rapport is a collaborative and forward-
thinking agency that delivers valuable results for both clients and partners. As OOH becomes more
engaging, interactive and content-driven, Rapport can seamlessly navigate through the ever-evolving
media landscape.
About Amazon Music
Amazon Music is the destination for customers to have the most choice in how to access and listen to all
their favorite music. In addition to streaming with Amazon Music Unlimited and Amazon Prime, Amazon
Music offers the world’s largest selection of CD and Vinyl, including AutoRip on more than a hundred
thousand albums, and tens of millions of MP3 songs to purchase and own. For more information on