Amazon: House of Prime

Case name

Amazon SEA: The House of Prime

About the client

Prime Video is a global ad-free streaming service with thousands of on-demand movies and shows, including several original titles you won't find on any other platforms.

About the project

When Amazon Prime Video wanted to remind streaming viewers in South East Asia that Prime Video is home to a rich and wonderful collection of local, regional, and international series and movie hits, they turned to Superson’s Singapore office for help.

Superson dream team

Making sure that the campaign resonated with the three vastly different target audiences from Indonesia, Thailand and the Philippines, the Superson dream team included creative directors, writers, and culture vultures from all three countries.

With an exciting and unique storyline, the Superson team set out to develop locally specific versions of “the World of Prime Video.” Our creatives from each market were brought in to localize the stories, so that the viewing audiences saw themselves, their culture, and their interests embedded in the local campaigns.

TASK

BRINGING NEW CONTENT TO NEW CONSUMERS

Although Prime Video had already launched in these three markets, they wanted to re-introduce themselves to the communities, but this time as a local. The markets had begun to produce local films, in local languages, and there was an opportunity to change the perspective from that of a US-based logistics company to a locally relevant entertainment platform.

But this wasn’t a small task. The campaign would be seen in movie theaters, terrestrial broadcast TV, and of course across a variety of social platforms like Facebook, IG, TikTok, and others. Three countries, three scripts, three very different cultures, and over 20 channels reaching an audience of over 450 million viewers.

Solution

IT TAKES A VILLAGE

While the original brief was to create a different campaign for each market, a close collaboration with the Prime Video team ended up with one amazing story universe that could be shared across the markets. This where our creative team stepped in, ensuring that the stories were written to reflect the local interests, and were embedded with local behaviours, language and authenticity.

Celebrities, influencers, and local cast members were also tapped to ensure that each film looked, sounded and felt authentic. The guiding North Star of the creative team was “if the Thai film worked in Indonesia, it just wasn’t Thai enough.”

Armed with 3 great scripts, a handful of local talent and a very tight deadline, Susperson turned to production partner BaliProd and Indonesian director Ray Pakpahan to mount a 5 day production schedule that brought a three region production under one roof, at sound stages in Jakarta, Indonesia.

The crew at Baliprod brought to life 5 unique environments, including a rain soaked Korean street, a metropolitan high rise rooftop patio, and an Anime-inspired fighting arena, building the sets from the ground up, ensuring every detail was just right for the Prime Video audiences.

Behind the Scenes

Results

THE WORLD OF AMAZON PRIME VIDEO

Going into the project, the Superson Singapore team knew that this would be a fast and very complex set of deliverables for Amazon Prime. It required local insights, highly visible talent from each market, authenticity in set design, and multiple formats that would work across cinema, broadcast television and social media such as Facebook, IG and TikTok.

Not only that, each creative asset required subtitles, in line with the global trend of “Subs-On.” Overall, 41 unique assets were delivered to Amazon Prime Video to re-launch the global streaming service just before the new year, to an audience of over 450 Million consumers.

With the help of amazing in-market creatives, regional production partners, one visionary director and a small village of cast, crew and production staff, Superson created a world where local, international, and k-drama hits came together in one super-sized and Superson campaign. Not only was this a massive re-launch for Prime Video, but it also became the biggest project in Superson’s 10-year history!

450 Million

Audience size

Unique localized assets