Campaign details
Brand: AmazonBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Online retailMedia channels: Events & experiential, Online display, Online video, Radio, Social media Budget: Up to 500k
Executive summary
Amazon.inentered late in India where early-mover competitors had already established themselves. To move ahead, Amazon.in had to build preference by doing something additional to the competitors. It decided to do the opposite of existing codes – going emotional and talking to women – which was unexplored by the competition and had massive potential. The campaign struck...