Cannes Lions

FireTV Takeover

JOHANNES LEONARDO, New York / AMAZON / 2018

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Overview

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Credits

Overview

Description

When it comes to choosing a TV streaming device, access to the best content is cost of entry. We saw an opportunity to tap into the very real frustrations that get in the way of accessing and enjoying that amazing content. Things like forgetting what channel or app owns the show you want to watch, fussing with multiple remotes to get to it, and simply being so overwhelmed with the options that you spend more time scrolling than watching.

We didn’t want to tell people about how much simpler the experience could be with Amazon Fire TV; we wanted them to experience it on their very own TV.

Execution

Our suite of demos took over viewers’ screens, previewing the Fire TV UI and capabilities in perfect context, showing viewers what their own TV is capable of with Fire TV.

The 19 demos celebrated a range of demographics, entertainment content and Alexa voice controlled features. They ran contextually via show-specific placements, genre-specific placements, daypart strategies and seasonality across all major networks, to simulate what it would be like to watch the content (or something similar to what) the consumer was currently watching, but with an Amazon Fire TV.

 

On Cyber Monday 2017, we launched 12 spots across most major US TV networks showcasing the elevated experience of Fire TV to fans of every genre, from comedy to horror. Additional spots rolled out over the holiday season and a new batch were added in March 2018 with more seasonally fitting March Madness spots (college basketball finals).

Outcome

By giving people across America a :30 Fire TV upgrade, the brand’s 2017 holiday sales doubled that of the same period in 2016. This resulted in Fire TV being the #2 selling product on Amazon.com during our holiday media flight.

The campaign also delivered on its secondary goal to educate current and new users about the capabilities and benefits of the Alexa voice remote. During the campaign period, Alexa usage was up 889% compared to the same period in 2016.

The success of the holiday effort led to a campaign extension with additional spots in the US in 2018 and adaptation for global use.

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