Summary
Amazon's Virtual Hunt Redefines the Sales Landscape Amazon orchestrated a groundbreaking smartphone sale, transforming Google Maps Street View into an interactive swipe-up game. Leveraging AI 3D modelling, this innovative campaign achieved a remarkable 32% underspend from the original budget. Engaging 150,000 participants, reaching 1 million accounts, and unlocking 520,000+ smartphone deals, this tech-powered adventure not only redefined hassle-free shopping but also left an indelible mark on the world of retail experiences.
Challenge
In a market where smartphone prices were surging, Amazon aimed to connect with India's 190Mn+ online shoppers through the 'The Prime Street' swipe-up game to highlight the sale. The initial challenge lay in standing out amid extensive advertising spends in the sales domain by other brands, this prompted us to be creative to stay within the set budget of of 25 Lakhs INR ($29,998) . The catalyst for our strategy emerged from the need to address the challenge of sales saturation and elevate user engagement. Our objectives were threefold: 1. Drive awareness for the exclusive Prime Day sale. 2. Break through the sales clutter: Instead of traditional promotion, we collaborated with Google, creating an engaging experience that drew users actively seeking us
Objective
In a land of vibrant bazaars and thrifty shopping sprees, 87% of Indian consumers juggle a love for all things new with a discerning eye for value. Which is why when the latest smartphone drops, many of us rely on our connections abroad to be phone mules, so we can snag the latest phones without breaking the bank. Unfortunately, this entire situation is less than ideal for gadget geeks… relying on a distant cousin's girlfriend's brother's flight and baggage allowance! Thank God for Amazon, with its annual exclusive sale that also happens to be the biggest and most highly anticipated smartphone sale of the year. We wanted to leverage this year's sale to do something sexy and exciting, just like the phones being launched. Enter Google Maps Street View. We asked users to navigate India's most iconic streets on a virtual treasure hunt, spotting and grabbing exclusive deals that would put the latest smartphones in their hands without the hassles of finding a phone mule! The best part, this exciting campaign just cost 17 Lakh Indian Rupees ($20,390) Now, our smartphone sale wasn't just a sale; it was a tech-powered innovative adventure!
Strategy
Today's consumers are bombarded with sales messaging that saturates the advertising landscape, fuelling a 'see now, buy now' phenomenon. This presented the perfect opportunity for Amazon to not only disrupt the smartphone market with unbeatable deals but also transform our advertising into something that people would actively hunt down! The Idea : The relaunch of Google Street View in July 2022 by Google became a catalyst for an ingenious breakthrough. The idea was simple: collaborate with Google to transform three iconic locations into a blend of exploration and an exciting 'The Prime Street' swipe - up game. The Technology : We built the gamified experience utilising Google Street View APIs to obtain panoramic images and metadata, enabling them to recreate authentic urban landscapes within the Unity environment. To keep the gamified experience on Prime Day's theme we leveraged AI and custom 3D models to build the Winter Wonderland environment in otherwise snow-free locations. This approach not only enhanced the thematic cohesion but also contributed to a cost-effective execution of the overall gaming experience. Finally, randomised and progressive game mechanics allowed for unique game sessions and increasing difficulty as users progressed in the game. This entire experience was then presented as a swipe-up game which enabled users to immerse themselves in the setting of each iconic location to look for their hidden surprises.
Data
- First and foremost, Indian consumers are discerning and thrifty shoppers who prioritise both novelty and value in their shopping habits. - Recognising the significant dependence on international connections for affordable smartphone purchases, especially given the high costs in the Indian smartphone market. - Lastly, amidst the noise of sales messaging, there's a need to create a compelling pull for consumers, emphasising the need of an unforgettable experience.
Solution
Results
Amazon's "The Prime Street" became the first-of-its-kind campaign to leverage Google Street View, a powerful and popular piece of technology, to create an experience of exploration and discovery, all accomplished within a budget of just 17 Lakhs Indian Rupees ($20,390)! Remarkably, we successfully underspent by over 32% compared to the initially allocated budget of 25 Lakhs. KPIs : 1. - KPI : Participation - Planned : 50,000 - Achieved (absolute) : 1,50,000 - Achieved (%) : 3X 2. - KPI : Reach - Planned : 2,00,000 - Achieved (absolute) : 1 million+ - Achieved (%) : 5X This campaign also successfully unlocked 520,000+ smartphone deals
