PRIME VIDEO

HOW TO CREATE A MULTI-
MARKET BRAND CAMPAIGN FOR AN AUDIENCE  OF 450 MILLION?

Prime Video Tour 2

Case name

Amazon Prime Video: The House of Prime
Indonesia, Thailand, Philippines

Category

Marketing

Industry

Media

About the client

Prime Video is Amazon’s global 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

Amazon Prime Video wanted to excite viewers in South East Asia with its rich local and international content, from anime to K-dramas to Hollywood hits.

Superson dream team

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

Prime Video Tour 1

TASK

BRINGING NEW CONTENT TO NEW CONSUMERS

Although Prime Video had already launched in these three markets, they wanted to show they know local tastes. The markets had begun to produce local movies and shows, 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, TV, and of course social platforms. Three countries, three very different cultures, and over 20 channels reaching a population of over 450 million.

Prime video tour TH studio

Solution

IT TAKES A VILLAGE

A close collaboration with the Prime Video team ended up with one amazing story universe, “The House of Prime”, that could be used across the 3 markets.

With this concept, our team set out to develop locally relevant versions of the idea. Our creatives gave the concept a local spin, so that the viewing audiences saw themselves and their culture in the three unique in-market campaigns.

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.”

Prime Video Tour BTS cover

 

Armed with 15 great scripts, a handful of local talent and a very tight deadline, Superson collaborated with BaliProd and Indonesian director Ray Pakpahan to mount a 5 day production schedule that brought a three country production under one roof, in Jakarta, Indonesia.

The team 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. These environments were the playground for the celebrity personalities we brought in to gave their own flavour to each market.

Behind the Scenes

Summary

THE HOUSE OF PRIME

Going into the project, the Superson team knew that this would be a fast and very complex set of deliverables for Prime Video. It required local insights, highly visible talent from each market, authenticity in set design, and multiple formats that would work across cinema, television as well 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 boost 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 campaign.

3

Markets

 

41

Unique assets

450 M

Audience size
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