We adapted SONY’s visually stunning creative to provide Amazon customers an immersive showroom-like experience with SONY 4K TVs cinematic clarity and sound. We activated the experience through:

First-ever, custom video spotlight takeovers of Amazon.com’s homepage.

Kindle Fire’s wakescreen ad and custom landing page invited brand engagement and reflected SONY’s cinematic creative and 4K TVs.

Mobile expandable rich media provided video and gallery interaction while extending reach to users who exclusively shop from mobile.

Created an Amazon.com 4K educational section, featuring SONY placements only.

The execution explained the never-before-seen product, sparking desire and purchase intent. We believed that if customers purchased a SONY 4K TV, they might voluntarily write reviews that also explain it, perpetuating desire in other electronics shoppers, who trust Amazon customer reviews the most.

When the prediction proved true, we used Customer Review Ads, which integrated customer reviews directly into SONY’s ad units across Amazon channels.

The SONY 4K TV campaign:

1) Achieved its awareness goal, reaching 40 million+ unique shoppers.

2) Effectively educated shoppers and drove desire. Customers were:

+310% more likely to research SONY 4K TVs on Amazon.com

+260% more likely to add SONY 4K TVs to their Amazon wish-lists

+240% more likely to add SONY 4K TVs to their Amazon shopping carts

3) Successfully produced advocates- verified Amazon customers who purchased SONY 4K TVs shared reviews like:

“Better than most New York Theaters!”

“Unbelievable TV, picture blows you away and Sony does it again!!”

“Best 4K UHD and Upscaled HD experience with Sony!”