SITUATION
Global devices product launch event.
Global devices product launch event.
TASK
The ask from my SVP was to announce over 70 products and services to both customers and the press. The goal was to create interest and educate. These launch events are high-profile projects in the org.
The ask from my SVP was to announce over 70 products and services to both customers and the press. The goal was to create interest and educate. These launch events are high-profile projects in the org.
It was also early in the pandemic, so I 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 used the product line’s core brand color. Blue for AuCC. Purple for Luna. Green for Halo. But they all shared the same atmospheric tone, creating a broader and consistent campaign.
All the parts come together here in this proof of concept, which our SVP loved and approved.
I asked my designer to dive into the look and feel. I wanted to it be soothing and hopeful, like visual Xanax. Here’s a glimpse at the early art direction and messaging. Note how the soft colors, shapes, and gradients 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 was the umbrella line, with each individual product laddering up to the phrase and 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 weekly 1:1's with the international CD's. I worked with project management to create a process to share all playbooks once locked, and we aligned on a T-4 week date to hand over all assets.
Goal was to be consistent in messaging. To do so, we localized the content with native speakers and a third-party translation agency. Hit 100% of T-4 deadlines.
Goal was to be consistent in messaging. To do so, we localized the content with native speakers and a third-party translation agency. Hit 100% of T-4 deadlines.
RESULTS
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.
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.
