Gifts are our way of conveying love when we can’t summon the right words

Every time we want to surprise the ones we love, celebrate moments together or even just tell them that we care, words are not always enough: special gifts are able to say things when sometimes we can’t.

Behind every present there is a feeling that links two people in a very deep way. This was our starting point to bring the role Amazon plays in their customers’ lives to life - celebrating the gifting for the sender and gratitude of the receiver. In short, we could transform a functional shopping and delivery experience into something imbued with emotion and powerful memories.

Create stories with real feelings

Starting from an original format called “The Package”, transforming it into a bespoke format that fitted Amazon’s needs in terms of plot: Ti Regalo una Storia (I Give you a Story) - 18 stories, in 6 episodes on air on tv.

A person chooses someone special to send a gift to, telling the story that bonds them. In turn, the person receiving the gift has the possibility to choose someone else, creating an emotional chain.

Amazon had a crucial role in each story, as each gift was bought through website and delivered, showcasing the shopping experience and the emotions conveyed as the gift came on scene in an Amazon branded package.

We were able to create a strong promotion through Editor’s network covering TV, Digital and Radio. All the episodes have been also uploaded on a dedicated page in the Publisher’s VOD channel.

People fall in love with the stories and Amazon builds love with its customers

Incredible outcome came from the brand equity analysis, comparing people exposed vs non exposed to the program. In driving consideration around “everyday relevancy”, those exposed to the programme: believe it’s innovative (+7pts), they trust it (+5pts) and love it (+4pts). Perhaps most importantly, +5% say that Amazon makes a difference in their life.

From an emotional perspective, viewers exposed expressed a higher favourability for the brand Amazon (+2 pts) and they are more inclined to recommend it to other people (+3pts).