The brief was to find a unifying concept that brings all of Prime’s many offerings (Prime Video, Music, and Delivery) under a single platform - and, in doing so, frame Prime in a more emotional and meaningful way that appealed to a younger audience.

Our approach was to reposition Prime from being about availability, to discovery. Prime caters to individuals at every stage of their lives, encouraging them to explore their personal interests through the movies they watch, the music they listen to, and things they buy. You could say: whatever you’re into, it’s on Prime.

In OOH, we blend the multi-benefit appeal of its streaming content with fast, free delivery in a youthful and vibrant aesthetic.

Our objectives for this campaign across the board was to land Prime’s offering and the “it’s on Prime’ idea in a short dwell format with modernity and impact.

Our campaign has successfully rolled out “It’s On Prime” in OOH, with multiple executions celebrating a different part of the Prime’s offering.

Across the whole suite of work, we’ve achieved just short of 100 million impressions in the US (96,633,226)

Our approach has started to gain traction: it received Ad of the day in The Drum.

Consumers told us that:

The ads were cool, cheeky, and humorous

They clearly communicated Prime’s multiple benefits while feeling pop culture-relevant.

Hispanic customers also felt seen with the bespoke Spanish executions.

“There's something for everyone in this campaign, and it's diverse and inclusive. You have the guy who's all tatted up. You have the Latino guy. You have the African American guy.” – Hispanic Male

(source: Amazon proprietary research)