Prime Day is two full days of deals and entertainment exclusively for Prime members, across 21 countries (US, UK, IE, TR, DE, AT, FR, IT, ES, BE, NL, LUX, CA, MX, IN, CN, JP, AU, SG, UAE and BR). Originally invented as an event to honor Amazon’s 20th birthday (and celebrate Prime customers), Prime Day has grown into a global shopping event offering exclusive deals and access to exclusive entertainment.
The event was set to return for its seventh year and for the first time ever, we decided to move past the usual cardboard world format Amazon has been doing over the years. We created a new campaign that aligned better with our new brand positioning “Prime Changes Everything” running an all live-action campaign with different strategic touch points.
On-site
For on-site, we needed strong visuals that were simple enough to have casting and languages swapped, depending of the 18 different locales. The same went for traditional digital media like banners and display ads.
SOCIAL
To tease the campaign in Instagram, we invited people’s fingers to “train” and be ready for two days of epic deals.
Then, to launch the campaign, we partnered with Caleb Natale (184K followers) and Duncan Evans (384K followers) and had them use the same rotating creative device to tell the story in their own way. Even though the campaign launched with one global TV spot that just like on-site, was flexible enough to be modified in all the different locales, the creative device we used, was inspired by a Tik-Tok rotating camera device. Every time the camera flips, the situation changes.
I personally loved that social in this case dictated the brand film. I also think the format works better in social (one single camera rotation vs multiple).
PRIME STUDENT
Part of the brand evolution that we created (Prime Changes Everything), was to allow new services within Prime to exist under the same brand umbrella. Enter Prime Student. If Prime transforms the way we shop, eat, unwind and consume entertainment, it now hacks college life too, with tons of student discounts.
For this social first idea, we tapped into Khaby Lane and his signature hand gesture reacting to absurd hacks students do to save money.