The most recent iteration of the global “It’s on Prime” brand platform was presented by Amazon.ae in collaboration with Saatchi & Saatchi Middle East. Three fresh commercials and an extensive array of digital and social media campaigns are part of the campaign. When taken as a whole, these seek to demonstrate the various ways that having an Amazon Prime membership makes life easier for its users, emphasising features like free and quick delivery, free international shipping, Amazon Fresh, and prime video.
A Novel Approach to Storytelling
The films in the campaign employ a narrative technique to show a variety of consumers overcoming obstacles in their daily lives. By doing this, they hope to demonstrate how Prime fits in perfectly with their lifestyles and meets a variety of requirements in a practical way. The stories are intended to appeal to the diverse audience in the United Arab Emirates by combining humour and relatability with a demonstration of the wide variety of advantages available to Prime members.
Introducing Worldwide Principles to a Regional Market
Senior Creative Director for Saatchi & Saatchi Middle East Bruno Barbosa discussed the benefits and drawbacks of customising Amazon’s worldwide narrative guidelines for the local market. “Introducing the global storytelling standard of Amazon to our market was both an honour and a challenge.” Finding new and pertinent insights that speak to the diverse mix of nationalities in the UAE and creating narratives that highlight all the advantages the brand has to offer while maintaining a fluid and humorous storytelling style proved to be the most difficult task, he stated.
Honouring the Experience of Prime Membership
Head of Marketing for Amazon Middle East and North Africa Moemen Elhamalawy stressed that the campaign’s main goal was to highlight all of the advantages that Prime members had to offer. The goal of this campaign is to inform people about all the different ways they may take use of their Prime membership. With our localised version of the “It’s on Amazon Prime” campaign, we are thrilled to have worked with the Saatchi & Saatchi team to imaginatively realise this goal,” he said.
The advertisement highlights Amazon’s dedication to providing unmatched customer experiences that are customised for local quirks, solidifying the business’s standing as a pioneer in e-commerce innovation.
