finalist
Kargo and Rufus - Initiative
Ringing in the second year of the Q4 Prime savings event, Amazon wanted the campaign to focus on 1) building buzz and awareness of the date and deals leading up to the event, followed by 2) driving purchase demand during the actual live dates of the sale. With literally thousands of deals to be had across so many different categories, there’s a million different ways for members to shop and save with Amazon Prime. The event was designed to be a kickoff to the Q4 shopping season with exclusive access to deals for Prime members to generate early excitement and engagement early in the season. To accomplish these key points, Kargo created a Shoppable Enhanced CTV unit. Shown on the largest screen in the household, the Shoppable Enhanced CTV unit paired existing video assets with a Branded Canvas to enhance the video creative with additional imagery, copy, and persistent QR code to drive intent. The dynamic unit also rotated through multiple categories of offerings available during the sales event to further entice consumers to shop.
The main goals of the campaign are to drive mass awareness of the savings event and drive people to the site when it launches. Amazon wanted to build anticipation for Prime event dates and drive talkability amongst Prime Members through high-impact tactics across mass-reach channels that tap into cultural trends and events of the season. They also wanted to inspire urgency to browse and purchase by activating innovative digital formats alongside contextual, and re-targeting efforts to catch Prime Members in relevant shopping moments and provide a seamless pathway for them to “seal” the deals they found Secondarily, the campaign aims to continue to improve Prime’s brand perception, which will be measured through a Kantar Brand Lift Survey and increased agreement in the brand attributes “has great sales and promotions,” and “offers a valuable membership program.”
The Shoppable Enhanced CTV unit delivered efficient performance with a VCR of 97.62% (benchmark: 95%+) and 15s In-View Time, capturing and keeping the attention of viewers on the largest screen in the household.
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