Radio'd Billboards
Content Marketing
Data Analytics
Out of Home Advertising
Social Media
Technology Development
Project Overview
60 million Indians still believe that video has not yet killed the radio star - tuning in to their favourite radio channels day after day, while commuting to and from work. Amazon wanted to find an innovative way to meet this cohort in a way that spoke best to them. And so they did, in a way that has never been seen before in the world. Amazon India embarked on a radio-tastic adventure during Prime Day, unleashing the "Prime Day Broadcast."
Details
Amazon India's strategy for the "Prime Day Broadcast" aimed to harmonize tradition and technology, creating a seamless blend that resonated with India's diverse cultural tapestry:
a. Technology Integration: Amazon introduced custom radio transmitters tailored for short-range communication needs. Each transmitter featured a sturdy 20-foot foundation for stability and optimal positioning. It utilized specialized RG 58 cables with connectors on both ends for efficient signal transmission. Powering the equipment was a standard 12V, 5A SMPS power supply, with an additional 12V, 1A power supply for cooling. Safety and stability were enhanced through a 1mm grounding wire, connecting the equipment to an earthing point. Audio connectivity options accommodated both EP to EP audio cable connection and a 3mm stereo cable for seamless integration with various devices.
b. Billboard Placement: Iconic billboards were strategically chosen in Mumbai's busiest traffic spots. These billboards featured 20-foot antennas and specialized transmitters, transforming them into communication hubs for the campaign.
c. Exclusive Content: The content broadcasted on these billboards was exclusively related to Prime Day offers and deals. This engaged commuters, enticing them to visit Amazon's website or app to capitalize on the showcased discounts.
d. Metrics and Evaluation: To gauge the campaign's success, Amazon tracked tune-in rates, Listen Completion Rate (LCR), and the percentage of listeners who visited Amazon's platform. These metrics provided valuable insights into the campaign's impact and effectiveness.
Amazon's "Prime Day Broadcast" wasn't just a one-hit wonder; it was a multi-platinum chart-topper that resonated with India's diverse cultural beats.
a. Cultural Engagement: Over half a million commuters embraced the broadcast, immersing themselves in a cultural experience that resonated with their love for radio. This represented a substantial portion of India's radio-loving population, highlighting the campaign's cultural engagement.
b. Listen Completion Rate (LCR): The campaign achieved an impressive Listen Completion Rate of 89%, indicating the depth of engagement among listeners and their willingness to stay tuned in throughout the broadcast.
c. Conversion Rate: A consumer survey revealed that 68% of listeners visited Amazon's website or app upon hearing the broadcast. This substantial conversion rate demonstrated the campaign's effectiveness in driving traffic to Amazon's platform and converting listeners into customers.
d. Cultural Branding: The "Prime Day Broadcast" not only engaged the audience but also elevated Amazon's brand awareness and identity. It positioned Amazon as a brand that understood and celebrated India's cultural nuances, resonating with its diverse audience.
e. Social Media Amplification: Commuters' willingness to share their radio experiences on social media platforms amplified the campaign's reach and impact, creating a buzz around the Prime Day Broadcast.
In summary, Amazon's "Prime Day Broadcast" didn't just follow the usual script; it broke the mold for Out of Home creativity. It showcased how creativity can redefine the boundaries of outdoor marketing, making a lasting impression on India's radio-loving audience. Amazon's "Prime Day Broadcast" exemplified the power of creativity beyond the conventional, redefining what's possible in the world of Out of Home advertising.
e. Social Media Engagement: Amazon encouraged commuters to share their experiences on social media platforms, amplifying the campaign's reach and generating user-generated content that showcased the campaign's cultural resonance.
Amazon's "Prime Day Broadcast" was a strategic endeavor that fused tradition and technology seamlessly. It transformed billboards into cultural emissaries, bridging the gap between the past and the present, while showcasing Amazon as a brand that appreciates and celebrates India's cultural richness.
a. Technology Integration: Amazon introduced custom radio transmitters tailored for short-range communication needs. Each transmitter featured a sturdy 20-foot foundation for stability and optimal positioning. It utilized specialized RG 58 cables with connectors on both ends for efficient signal transmission. Powering the equipment was a standard 12V, 5A SMPS power supply, with an additional 12V, 1A power supply for cooling. Safety and stability were enhanced through a 1mm grounding wire, connecting the equipment to an earthing point. Audio connectivity options accommodated both EP to EP audio cable connection and a 3mm stereo cable for seamless integration with various devices.
b. Billboard Placement: Iconic billboards were strategically chosen in Mumbai's busiest traffic spots. These billboards featured 20-foot antennas and specialized transmitters, transforming them into communication hubs for the campaign.
c. Exclusive Content: The content broadcasted on these billboards was exclusively related to Prime Day offers and deals. This engaged commuters, enticing them to visit Amazon's website or app to capitalize on the showcased discounts.
d. Metrics and Evaluation: To gauge the campaign's success, Amazon tracked tune-in rates, Listen Completion Rate (LCR), and the percentage of listeners who visited Amazon's platform. These metrics provided valuable insights into the campaign's impact and effectiveness.
Amazon's "Prime Day Broadcast" wasn't just a one-hit wonder; it was a multi-platinum chart-topper that resonated with India's diverse cultural beats.
a. Cultural Engagement: Over half a million commuters embraced the broadcast, immersing themselves in a cultural experience that resonated with their love for radio. This represented a substantial portion of India's radio-loving population, highlighting the campaign's cultural engagement.
b. Listen Completion Rate (LCR): The campaign achieved an impressive Listen Completion Rate of 89%, indicating the depth of engagement among listeners and their willingness to stay tuned in throughout the broadcast.
c. Conversion Rate: A consumer survey revealed that 68% of listeners visited Amazon's website or app upon hearing the broadcast. This substantial conversion rate demonstrated the campaign's effectiveness in driving traffic to Amazon's platform and converting listeners into customers.
d. Cultural Branding: The "Prime Day Broadcast" not only engaged the audience but also elevated Amazon's brand awareness and identity. It positioned Amazon as a brand that understood and celebrated India's cultural nuances, resonating with its diverse audience.
e. Social Media Amplification: Commuters' willingness to share their radio experiences on social media platforms amplified the campaign's reach and impact, creating a buzz around the Prime Day Broadcast.
In summary, Amazon's "Prime Day Broadcast" didn't just follow the usual script; it broke the mold for Out of Home creativity. It showcased how creativity can redefine the boundaries of outdoor marketing, making a lasting impression on India's radio-loving audience. Amazon's "Prime Day Broadcast" exemplified the power of creativity beyond the conventional, redefining what's possible in the world of Out of Home advertising.
e. Social Media Engagement: Amazon encouraged commuters to share their experiences on social media platforms, amplifying the campaign's reach and generating user-generated content that showcased the campaign's cultural resonance.
Amazon's "Prime Day Broadcast" was a strategic endeavor that fused tradition and technology seamlessly. It transformed billboards into cultural emissaries, bridging the gap between the past and the present, while showcasing Amazon as a brand that appreciates and celebrates India's cultural richness.
