Contiki identified voice assistants as a huge opportunity to connect with their target market. There are a range of statistics that suggest Contiki’s customer base are the same consumers who engage most with voice technology. For example, this year it was reported that 45% of millennials use voice-enabled digital assistants while shopping. Another study says 47.4% of the smart home market comprises of 18 – 34 year-olds.
Contiki turned to FX Digital to make use of the skills of our talented voice experience designers and developers. Voice seemed like a natural channel to explore and with this came the idea for the “Pack My Bags” Alexa skill. A simple, yet effective way to help young travellers pack for their adventures and a fantastic tool to expand Contiki’s brand reach.
Contiki realised there was a demand from their customer base for assistance when they were packing for their travels. The opportunity was identified by researching the best performing content on Contiki’s publisher site Six-Two, which highlighted the need for utility content to enrich traveller’s experiences.
As part of the Contiki Cares initiative, Contiki were keen to include their message of environmentally conscious travelling. The “Pack My Bags” voice skill was designed to recommend products that are more sustainable, such as ocean-friendly sunscreen and discouraging the use of single-use plastics.
FX Digital set out to create a voice skill for Alexa that was both fun and useful for users, capturing Contiki’s youthful and exciting brand identity.
|Head of content:||Lottie Norman, Contiki|
|Product Marketing Copywriter:||Dominic Oliver, Contiki|
|Design Project Manager:||Bunty Partridge, Contiki|
|Global Travel Editor:||Amy Bonifas, Contiki|
|Digital Analytics Manager:||Irina Gorskaia, Contiki|
|Lead Voice Developer:||Adam Rann, FX Digital|
|Junior Designer:||Ben Cornhil, FX Digital|
|Project Manager:||Luke Nutkins, FX Digital|
|Lead Designer:||Chloe Smith, FX Digital|
|Creative Director:||Tom Smith, FX Digital|
Location: United Kingdom
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