Prime wanted to communicate two key benefits of their membership: 'fast delivery' and 'great entertainment'. The short-form spots we had created earlier were highly effective at short-term sales and acquisition we needed something that would solidify a long-lasting brand memorability. Something a little more emotional rather than rational. A little more narrative.
So, we created “Amazing Deliver”, a spot that leveraged Amazon’s iconic asset, the box, to symbolise fast delivery and blue lights as a branded metaphor for the power of entertainment blending together to create an engaging film.
The success of the spot has meant that this will now become a new campaign communication platform for Europe.
My role: Creative Lead
Social
For social we wanted to create a thread, or blue light if you will, between the TV/OLV spot and our complementary social campaign. But since we wanted our social to be more native to the platform rather than a rehash of our spot, we decided to take a different approach.
Prime offers a multitude of benefits…but those benefits don’t always seem to make sense in the greater context. After all, what do entertainment and delivery have to do with each other? We decided to lean into Prime’s contradictory nature. To resonate with our Gen Z audience on social media, we tapped into a TikTok trend of 'things that shouldn't work together but do,' infusing our campaign with elements of the “meme world” to maximize engagement.