The campaign had a celebratory “save the date” feel, announcing the one-day only event exclusively for Prime members. Customers watched as the familiar Amazon shipping boxes transformed into a dancing figure, Boxy, echoing that feeling everyone gets when that Amazon box arrives in the mail and reinforcing that this was a party you did not want to miss. Messaging stated that the savings would be bigger than Black Friday, which reinforced the size and scope of the event. Amazon took the North American campaign concept and localized it in nine different countries across multiple languages – inviting the world to participate in the first ever Prime Day.

Media support was used to build anticipation and sense of urgency for Prime Day. Schedules were concentrated within a 10-day window with television providing the quick reach and scale while radio and print provided frequency and deals “call to action”. High impact digital takeovers the morning of the event reminded customers that Prime Day had arrived. Over the course of the campaign, the media schedules reached the majority of our audience with multiple exposures.

Even though the media channel mix remained consistent across all nine countries, Amazon localized the media strategy to fit the lifestyles of its customers. As radio is still a source of current events, it was a significant sales driver in North America and Europe. In Europe especially, radio also allowed Amazon to efficiently reach more customers due to the concentration of population. Centralized population and commuter culture led to the implementation of OOH in Japan.

Create Awareness. According to an IPSOS survey report, 74% of Americans were aware of Prime Day. An Amazon Prime Day survey cites that 83% of Prime customers and 63% of non-Prime members became aware of Prime Day leading up to the event.

Drive traffic. Worldwide order growth increased 266% over the same day last year and 18% more than Black Friday 2014, the biggest Black Friday ever.

Drive long-term customer loyalty and engagement. Customer orders of Amazon devices contributed to Prime Day being the single biggest Prime member sales activity to date. Prime members’ actions included shopping in a new product category for the first time and making a first mobile app shopping purchase.

Attract new Prime members. Compared to Black Friday 2014, Prime membership signups were up 81% in North America; 59% in Europe; and 579% in Japan, the biggest day for signups in Amazon history.