Amazon launches hyperlocal campaign 'Everyone's Talking Prime' with PivotRoots

Prime Video, a video streaming service, and its agency partner PivotRoots - A Havas Company collaborated to spotlight the OTT platform's content gallery by creating more than 500 hyperlocal promos using Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences.

PivotRoots aimed to amplify the reach of the campaign through Google’s advertising tool that was used to conceptualise and produce over 500 custom promos across YouTube and Meta. These hyperlocal promos were tailored to the user's location by incorporating, among other parameters, references to local landmarks like Juhu, Bandstand and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad and Sion City in Kolkata, to add a personalised touch. For instance, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.

The objective was to encourage users to indulge in the world of movies and web shows that everyone is talking about. Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, Jinit Shah, Director, Media, PivotRoots, said, “Audiences are increasingly seeking personalised experiences. We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight.”

Hetal Khalsa, Chief Creative Officer, PivotRoots, emphasised the significance of maintaining a personal connection with the audience, stating, "Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact."

To augment the campaign's reach, banner ads were placed across multiple sites. These ads were tailored to the time of day and adapted to the specific day of the week.

Info@BestMediaInfo.com