Amazon Prime had grown so commonplace it was taken for granted. It had little to no emotional connection with its subscribing members, who were at risk of discarding it for new alternatives. We needed to help combine Prime’s disparate benefits and reframe the membership in their lives.

The brief was to find a unifying concept that brings all of Amazon 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.

The campaign reveals the role Prime plays in helping people get more out of their interests. We made universal stories of people getting more out of what they are into or getting into, building on current passions and discovering new ones.

“It’s on Prime” would be our consumer-facing articulation of Prime’s promise. It allowed us to neatly capture all of Prime’s offerings (Movies? Music? Fashion? It’s on Prime), as well as whatever our members were into (Skateboarding? Science? It’s on Prime).

To bring this to life in AV, we told stories that explored the role that Prime features in our ever developing lives.

We started with the consumer and how the consumer really uses Prime. We were searching for the unlock to make sense of, and elevate, Prime’s complex web of services.

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

Our objectives at present are for Prime to be seen as:

A multi-service platform that can help fuel interests

A culturally relevant brand

Tache sparked conversation beyond industry bubbles

We launched on Oscars night, one of the year’s bigger cultural events

The ad gained 21m views, twice the previous Amazon Alexa ad

We tapped into a culturally divisive subject” 50% of comments were ‘joyful’ whilst 50% were ‘angry’ / ‘disgusted’.

This led to discussion: we had 5600 comments on our YouTube video and 458 people shared the spot

People engaged with the music. In the US, streams of Queen’s underrated “Cool Cat” increased by 116%, digital sales by 397%, and it entered the billboard charts for the first time. This led to the unprecedented decision to re-release it as a single for record store day 2024.

(Sourced: YouTube, Roku Insights, Brandwatch, Luminate)