After recently unveiling a campaign to give consumers a sense of its content library’s wide and exclusive nature, Amazon Prime Video has carried out a brand new activity. The campaign was designed keeping in mind Prime Video’s anytime, anywhere content by demonstrating its convenience to people on the move.
Through this new on-ground activation, Amazon India wanted to strengthen the claim that its video-on-demand service provides a wide array of latest and exclusive movies and TV shows. With ease of access, Amazon Prime Video empowers today’s viewers by helping them bid adieu to the concept of ‘Primetime’.
To highlight how Amazon Prime Video’s latest and wide range of movies and TV shows can be everyone’s travel companion, Leo Burnett India came up with a way of communicating the message at the best location possible – the airport. Utilising the boring wait time that passengers have to suffer before their luggage arrives, Amazon Prime Video showcased its wide range of movies and TV shows on the conveyor belt. The activity was carried out at Bengaluru airport for 10 days. The brand has also planned to amplify the activity by carrying it out at other airports across India.
The video seamlessly captures people’s need for entertainment on-the-go and how Amazon Prime Video can be their new travel accessory. It also captures some really candid moments of travellers’ surprised, shocked and happy reactions that made the activity a huge success. In 10 hours, the conveyor belt saw close to 30,000 travellers interacting with the boxes.
The Video:
Credits:
Client: Amazon Prime Video
Chief Marketing Officer: Ravi Desai
Head, Brand Marketing: Sumit Kapoor
Senior marketing Manager: Mansi Prasad
Agency: Leo Burnett India
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, South Asia: Rajdeepak Das
Chief Strategy Officer, South Asia: Dheeraj Sinha
Executive Creative Directors: Pravin Sutar
Creative Team: Vijay Kumbhar, Shruti More
Executive Director and Branch Head, Mumbai: Rakesh Hinduja
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