Amazon: Celebrating Chinese New Year the crazy real Singaporean way with Amazon.sg

Skanda Lokeshwaran

Online retailer, Amazon, leveraged the infamy around a hit Hollywood movie to build relevance amongst a mass audience in Singapore.

Campaign details

Brand: Amazon Brand owner: Amazon Entrant company: BLKJ HavasIdea creation: BLKJ Havas, Singapore Market: Singapore Sector: Online retail Media channels: Mobile & apps, Online display, Social media, Sales promotion, Outdoor, Out-of-home, Radio & audio Budget: Up to 500k

Executive summary

Chinese New Year, for retailers, is Singapore’s equivalent of the Superbowl. Amazon Singapore hijacked one of the biggest shopping seasons in the country. For an outsider, the only way to succeed was if we showed our effort at understanding local culture while...

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