Repositioning a subscription giant

For years Amazon had talked about their Prime subscription by focusing on one part of the offering at a time - whether that be promoting the latest shows on Prime Video or demonstrating their fast & free retail shipping. Amazon felt that this didn't do justice to the offering as a whole, and so for the first time, were looking for an idea that could bring together the different services of Prime under one campaign platform.

Whatever you're into, it's on Prime

We found an answer in peoples' interests and passions. A topic that crosses the boundaries of Prime's offering. A passion could be fuelled by music, film, things bought, or all three. But it also offered an interesting point of view: there are moments where our interests have profound impacts on our lives - where what we are into takes us to new experiences and possibilities, or leads us to discover a new journey altogether. 

This allowed Amazon to view themselves quite differently. From availability to discovery. From Prime being about what Amazon's got, to what an individual's getting into. And this all laddered back to their reason to believe: from video to music, to almost any kind of product you need, it’s on Prime. 

Launching with a bang

Our first work for Prime celebrates the way that Prime can fuel your passions and your life.

In ‘Tache’, we see a girl given the confidence to rock her facial hair via Freddie Mercury, Queen’s ‘Cool Cat’, and an awesome yellow jacket.

In ‘Gourmet Guard’, a man tired of his lunch and his job, is inspired by Prime to cook his way into a new mindset and new role.

In ‘Separation’, we see a recently-split couple interact via a linked Prime account - battling to get deeper into the single life.

Across the full campaign, our ambition is to show how Prime plays a role in helping people get more out of their interests. In OOH and display, our approach is to leverage our range of benefits to showcase the breadth of interests we cater to.

Our idea extended all the way to packaging - with fans picking up on interests that interested them.

A platform fit for the future

‘It’s on Prime’ launched this year across multiple markets, from the US to Brazil to the UK. With great results so far, we are focused on how we continue to grow Prime’s new platform for years to come.