Magic of Prime Day - An Innovative Campaign to Amplify Prime Day Excitement
The innovative idea I conceived aimed to build on disruptive and buzzworthy marketing concepts for Amazon Prime. The marketing objective was clear: drive paid Prime subscriptions and engage existing members by showcasing Prime Day as an epic celebration of deals, exclusive product launches, digital benefits, and speedy delivery. The primary target audience comprised frequent online shoppers aged 25-45, encompassing both genders.
Creative Concept
The core of this campaign was the belief that Prime makes every day better, akin to magic. This magic was magnified on Prime Day, a special celebration for Prime members. The goal was to bring the essence of Prime Day to customers and augment traditional mass marketing efforts through innovative ideas.
Boxtropolis Creative Device: The campaign utilized the common creative device of 'Boxtropolis' across various marketing assets, including XCM, Onsite, and Activations, to maintain visual synergy.
Immersive Experiences: Innovative and immersive experiences were created for Prime members and potential Prime members in their immediate surroundings, such as high-street, airports, in-transit locations, and digital touchpoints.
Cost Implications: Discussions with external vendors and partners assessed the cost implications.
Parallel Mass Marketing Campaign: A conventional mass marketing campaign ran concurrently across TV, Print, OOH, Digital, and Radio, with customization for the Indian market. This included integrating the 'exclusive launches' message and highlighting meaningful categories for the Indian audience.
Results
Paid Prime subscriptions increased by 47%.
Today Prime Day OPS: ₹ 2779 MM; Prime OPS: ₹ 2174 MM.
