In recent years, Prime Video has accelerated its development in the French market. The platform is growing its catalog of successful licenses and is producing more localized content. In 2022, the brand decided to make a statement with the release of Overdose. The new movie is directed by Olivier Marchal, France’s most recognized filmmaker in the action genre.

The brief: To make noise for the release of the film. However, the challenge was more tricky than that. Overdose isn’t just a movie. It's an experience. That's why, we decided to design an activation that gives a glimpse into the reality of the film. Target: Young men who are increasingly used to watching thrilling series on Netflix, HBO or Prime and who rarely consider French crime movies as unmissable.

In France, drug traffickers have many techniques to move drugs. One of them consists of driving from Spain in convoys of powerful cars. It is up to the scouts to lead the way by reporting every hazard on the road with their burner phones: police, radar, slowdowns... The French police call it a "go fast". That's what Overdose, Prime Video's new French blockbuster, is all about.

For the release of Overdose, Prime Video has come up with Overwaze. An immersive experience in partnership with Waze where every event on your route is narrated by the film's drug traffickers. It's as if you were in the middle of a convoy of drug runners and they were leading the way. We rewrote each voice notification for Waze. Then we asked three actors from the film to reinterpret them, as if they were still in their character`s skin.

The vision for Overdose was to go beyond the typical action movie genre, with Prime Video aiming to create an immersive and intense experience for viewers. Instead of a traditional advertising campaign, we conceptualized an activation that would truly immerse the audience in the story, making it a visceral experience. We recognized that to promote a car-based action movie effectively, we needed to take people along for the ride.

This project had to target young men between 18 and 24 years old who are increasingly used to watching thrilling series on Netflix, HBO or Prime and who rarely consider French crime movies as unmissable. The secondary target audience was action movie fans between 25 and 40 years old.

Prime Video collaborated with Waze to create an immersive experience called Overwaze, in conjunction with the release of the movie Overdose. In this unique partnership, every event on your Waze route is narrated by the film's drug traffickers, giving you the sensation of being amid a convoy of drug runners, with them leading the way. To achieve this, the voice notifications on Waze were completely rewritten, and three actors from the film were enlisted to reinterpret them, staying in character.

This experience was made available across France, accessible directly on Waze through a branded banner. The actors played were key to promoting the campaign, with Prime Video leveraging their presence through digital promotions on its social media channels. The goal was to provide a seamless experience for users, immersing them in the world of the movie while navigating their routes with the help of the film's characters as their guides.

The experience was available everywhere in France, directly on Waze thanks to a branded in-app banner. The actors were key to the operation’s promotion. And drivers were immediately addicted. Results: 7.3 million impressions, 513K trips made with the experience, 182k hours spent with the brand. More importantly, Overdose has become the most viewed foreign language film on Prime Video since the platform's inception. This is proof that the best way to promote a “go fast” film is to drop you into the heart of one.