Targeting Amazon Prime Customers with a gift they’ve already got
ABOUT
Most people in America know Amazon Prime for online shopping, not video content. Even among their 150 million members, 70% don’t realize their subscription entitles them full access to Amazon Prime Video. A streaming service with thousands of movies and TV shows. Many of them award winning. So when Prime Video asked us to grow their viewership in the peak holiday streaming period, we didn’t pursue new customers, we targeted their unaware, existing members. Delivering them “The Gift You’ve Already Got”.
To cut through holiday clutter we hyper-contextual our message, turning holiday annoyances into positive, Prime Video gifts. This came to life across 14 States and 80,000+ placements, containing over 100 unique messages.
The results: First-time users of Prime’s video streaming service nearly doubled and members watched double the hours of original movies and TV compared to the previous year. Oh, and for the first time ever, Prime video reached the no.2 streaming service in the USA.
PROJECT
Holiday Brand Campaign 2019-20
Client
Amazon Prime Video
COLLABORATORS
160over90
Amazon Studios
Northern Lights
MEDIUMS
TVC
OOH
Print
Social/Digital
Wrapped in a national campaign
We delivered a holiday gift that most Amazon Prime members didn’t know they had. The gift of Prime Video. A free service that comes with membership to Amazon Prime.
Turning holiday annoyances into Comedy, Action & Sci-Fi.
Using each show we delivered hyper-contextualized messages, turning holiday annoyances — like car jams, long lines and airport delays — into positive, Prime Video gifts.
RESULTS
