Widely seen by people as they go about their daily lives, Amazon’s Physical Owned & Operated channel is one of our most visible in the U.S. We transformed our delivery vans and packages into “moving billboards” to strengthen affinity toward Amazon and Prime and build awareness of our most impactful benefits and programs, including fast Prime delivery, Prime Day, and Amazon Music. Our self-aware voice humanizes and uplifts Amazon while achieving our brand’s functional purpose of a safe, reliable delivery to your doorstep.

Our goal was to transform our boxes and fleet of vans into moving billboards and promote our range of products and benefits through charming messages that deliver smiles along the way. Instead, we created one of the largest Out-of-Home media networks that inspired our customers to happily share their smiles across social media. From riffing on dogs vs. Doja Cat to spinning our favorite quote from the 90's rom-com Notting Hill, our brand voice didn’t just bring Amazon to life, it broke through to customers. In turn, people shared their smiles across social media. All while amplifying our great range of benefits and delivering smiles across the U.S.

The strategy was to take an everyday experience of receiving a delivery into a delightful moment our customers can have with the vans. Because the media indiscriminately travels around neighborhoods and onto people's doorsteps, we approached it with a mass channel mentality. Additionally, because of the limited space, our strategy was simple: Use our charming voice the deliver key messages that would reinforce our brand positioning and build brand propensity among our customers. We also ensured that the copy was contextually relevant and considered whether it appeared on a box or a van.

We rotated creative out regularly throughout the year. The rollout plan was determined based on key moments in our calendar where messaging would be most relevant. For example, a Prime deals message ran during Prime Day period, Thursday Night Football message ran during football season, etc.)

The channel is our most efficient media channel, achieving a significant number of impressions without any media spend. Through testing and social listening, we have strong confidence that this channel is lifting key perceptions we know improve brand propensity and brand love.