Summary
Radio'd Billboard Turns Mumbai Commutes into an Experience! Transforming Prime Day into an immersive event, Amazon's innovative campaign seamlessly blended tradition with technology, converting billboards into live radio stations. Captivating 750,000 commuters with exclusive deals and boasting a 72% tune-in and 80% Listen Completion Rate, it showcased unparalleled innovation. Moreover, the experiential campaign demonstrated exceptional fiscal efficiency, successfully underspending the entire 15-day campaign by an impressive 39.62%
Challenge
As Indians, we love our sales, but somehow it seems as though the sale season no longer is "seasonal" but extends throughout the year. This presented a challenge for Amazon Prime's exclusive once a year members only sale, Prime Day, where all members are celebrated with exclusive launches, amaz-ing offers and with the right touch of exclusivity. The challenge is, when it comes to sales, brands spend enormous amounts to be visible and grab attention. So the objective was clear, we needed to shine a light on this sale and build excitement around it without succumbing to the overwhelming clutter of typical "salezy" messaging.
Objective
Amazon Specials aimed to attract new members for the annual sale, Prime Day. The benefits of this sale, which are exclusively enjoyed by Prime members, resulted in a significant uptick of 1.5x new members in 2022. This success fueled the objective to surpass the record in 2023. Hence, this campaign was crafted to drive awareness by enticing the commuter audience about exclusive offers and new launches tailored for them. Our approach: We turned the monotonous commute into a sale experience in one of the busiest roads of Mumbai. Billboards became rockstar radio transmitters in Mumbai's traffic jam symphony. Armed with towering 20-foot antennas and cool-as-cucumber transmitters, these billboards jammed out exclusive Prime Day deals to those who tuned in! . The best part, this entire experience was created in just 32 Lakh Indian Rupees ($38,385) and was such a success that we got : Over 750,000 commuters ditched traffic blues for radio clues. In this hit parade, 72% of commuters tuned in, rockin' to a Listen Completion Rate of 80%. And a whopping 68% decided to dance their way to Amazon's website or app.
Strategy
Crafting an innovative campaign idea can be challenging, especially when planning for one of the biggest sale events for the brand. Our approach to create an experiential campaign that drew in our audience without getting disrupted or bombarded with other ads. Channel Selection: This creative journey, led us re-introduced us to something most wouldn't associate with cutting-edge platform - the good ol' radio. Over 60 million Indians are still hooked to its tunes, favouring it to modern music streaming platforms. This channel presented us with a unique set of challenges. How does one make radio, something not exactly synonymous with exclusivity, stand out and feel innovative? Imagine competing for attention with a lineup of ads. Solution : To make the radio experience more memorable iconic billboards were strategically placed in Mumbai's busiest traffic spots. These billboards featured 20-foot antennas and specialised transmitters, transforming them into radio hubs for the campaign. Exclusive Content: The content broadcasted on these billboards was exclusively related to Prime Day offers and deals. This engaged commuters, enticing them to visit Amazon's website or app to capitalise on the showcased discounts. Metrics and Evaluation: To gauge the campaign's success, Amazon tracked tune-in rates, Listen Completion Rate (LCR), and the percentage of listeners who visited Amazon's platform. These metrics provided valuable insights into the campaign's impact and effectiveness. Social Media Engagement: Amazon encouraged commuters to share their experiences on social media platforms, amplifying the campaign's reach and generating user-generated content that showcased the campaign's cultural resonance. Amazon's "Radio'd Billboard" was a strategic endeavour that fused tradition and technology seamlessly. It transformed billboards into cultural emissaries, bridging the gap between the past and the present creating a unique experience, while showcasing Amazon as a brand that appreciates and celebrates India's cultural richness.
Data
This campaign also successfully unlocked over 520,000 smartphone deals. In the broader context, Amazon Prime Day 2023 shattered all records, peaking at 22,190 orders per minute and witnessing unprecedented levels of participation. Prime member shopping saw a remarkable 14% increase compared to Prime Day 2022
Solution
Results
The campaign successfully captured the uninterrupted attention of our audience in a 4 minute immersive experience. In a concise 4-minute driving span, we effectively engaged and informed our audience and that too achieving it in a record budget of 32 Lakh Indian Rupees, which included ideation, execution and even the agency fee!.Remarkably, we successfully underspent by over 39.62% compared to the initially allocated budget of 53 lakhs. The results speak for themselves.
