HOUSE OF PRIME

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

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Multi-Market Launch

Category

Brand, Campaign, GTM

Industry

IT

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.

TL;DR

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.

Philippines Prime Video Tour Mimiyuuuh 2 (1)

MISSION

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.

SUPERSON SOLUTION

1 TEAM,
3 MARKETS,
6 WEEKS

The right talent from all key markets working as one with the client and a top production team to create a unified concept and execute in record time. That's how we roll.

DREAM TEAM

CReATIVES, WRITERS & CULTURE VULTURES

Making sure that the campaign resonated with the three vastly different target audiences from Indonesia, Thailand and the Philippines, our team included creative directors from each market for local insights, influencer talent from the countries for star power, as well as top Indonesian director and production design team.

PROCESS

ALL HANDS ON DECK

We worked as one team across all markets, the team at Prime Video and our production partner to create a unified concept that works in all markets, is extremely locally relevant and can be produced efficiently in the given extremely tight timeline.

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Prime video tour TH studio

THE SUPERSTARS

Adyasa Devindra, Creative Director & Copywriter for the Indonesian market
Antti Toivonen, Managing Director & Executive Creative Director
Baliprod, Production House
Beatrice Tan, Media Public Relations
Christopher Smith, Business Director
Dustin Tiffani, Indonesian Comedian
I-van Policarpo, Creative Director & Copywriter for the Philippines market
Joanne Sim, Lead Producer & Campaign Manager
Mimiyuuuh, YouTube Content Creator
Nicha Jaroensuk, Creative Director & Copywriter for the Thailand market
'Pae' Arak Amornsupasiri, Actor
Patricia Wiroreno, Creative Director & Copywriter for the Indonesian market
Ray Farandy Pakpahan, Film Director

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.

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THE LAUNCH CAMPAIGN

HOUSE OF PRIME

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.”

THE RESULTS

REACHING 450M CONSUMERS

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.

The ability to cast the right talent across markets was a crucial part of this success, ensuring the work resonated authentically and spoke to the unique nuances of each culture.

I-van Policarpo
Creative Director & Copywriter Philippines Market
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