SITUATION
Global devices product launch event.
TASK
The ask from my SVP was to announce over 70 products and services. Target was customers AND the press. The goal was to create interest as well as educate. As you can imagine, these launch events are one of the highest-level projects in the org.
It was also early pandemic, so we leaned into messaging and design that communicated optimism.
At the kickoff, our Senior Vice President asked us to communicate “Better Together.” To be uplifting in this challenging time. This became our north star.
Each device render and background uses the product line’s core brand color. Blue for AuCC…Purple for Luna…Green for Halo… But they all share the same atmospheric tone, creating a broader/consistent campaign.
All the parts come together here, leading to this proof of concept.
Which Dave Limp, our SVP, loved and approved.
I asked my designer to dive into the look&feel. I wanted to it be soothing and hopeful. Visual Xanax. Here’s a glimpse at the early art direction and messaging. Note the soft colors, shapes, and gradients that communicate "all that's possible with Amazon Devices."
Now, let’s take a look at the entire takeover campaign. Here are the mobile and desktop mocks. REIMAGE is the umbrella line, but it has legs. Each individual product ladders up to the phrasing, highlighting it's Unique Selling Proposition.
Here they are all at-a-glance.
And here's how we localized for Mexico and French Canada. To keep ROW in the loop, I set up a weekly 1:1's with the international CD.s. Worked with PMs to create a process to share all Playbooks when locked. And aligned on a T-4 week date to hand over all assets. Goal was to be consistent in messaging and inclusive. We localized the content with native speakers, as well as a 3-P translation agency. Hit 100% of T-4 deadlines.
RESULT: This was the most successful global launch creative to date—nearly 200 million views and 7.7 million clicks across mobile and desktop in just 48 hours. With 190 million impressions and a 4.06% CTR, it drove unmatched performance and engagement.
