Amazon Prime: a Priest and an Imam.
Why I Enjoyed this Ad
- By profiling older consumers in the video, Amazon is doubling down on their strength within the 40+ age group. According to Business Insider, has been a more loyal group for Amazon Prime. Their return on marketing spend will be higher by attracting higher life-time value customers.
- This ad makes a positive statement on the inclusiveness of the Muslim religion in American society, during a time when it’s become a very divisive issue. This ad could have easily been told without the religious context, but Amazon’s social commentary enhances the effectiveness of the story they are trying to tell.
- The story takes the functional value of fast shipping, and turns it into emotional value of delighting those you care about, introducing a new usage occasion for Amazon Prime. Prime is now a powerful way to give gifts to others. This will drive up frequency of usage for Amazon Prime in the holidays, and make it less likely people will cancel as it becomes a default tool for personal shopping as well as gifting.
What is Missing?
This is a powerful long form advertisement, very consumable on TV as well as Facebook/YouTube. What I’m unsure of is how this type of emotional story could be translated into a shorter format that would work well on content platform like Instagram or Snapchat, where attention continues to grow. Those channels often have more upbeat emotional tones, so it may be a matter of telling a completely different story appropriate for those mediums.
What are your thoughts? Reply Below.
Daniel Rodic is the Co-Founder of Exact Media, which is transforming the world of direct mail by enabling brands owned by companies like P&G, PepsiCo, Unilever and L’Oréal to distribute samples and coupons using the excess space in eCommerce parcels that have already been shipped to consumer.
Daniel was named Top 30 Under 30 by Marketing Magazine, and represented Canada at the G20 Entrepreneurs Summit in Moscow and Beijing. Daniel served on the Leadership Council for the United Nations Media for Social Impact Summit and was a 2016 finalist for the EY Entrepreneur of the Year Award.
