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Above+Beyond

Core disciplines: Advertising/Creative, Brand strategy, Creative production

HOW TO INTEGRATE MUSIC INTO EVERYONE’S LIVES?

Amazon entered the music streaming marketing in November 2016 with Amazon Music Unlimited – a catalogue of 40 million songs, playlists and personalised stations.

AUDIENCE

The late majority of music lovers.  They may not go to gigs much any more, but music is - and always has been - the backing soundtrack to their life. 

SOLUTION

Our approach was simple and authentic, reflecting the environment in which the messaging was to live. Online is owned by the audience and communication is always on their terms, so we followed this lead, appropriating the language of UGC and thirst for high volume, short-form content, to develop ‘Moments’.

Born from the simple truth that ‘music makes life better’, this campaign, which runs across video content, radio and social, shows how Amazon Music Unlimited has the ability to enhance every moment in life, from the mundane to the sublime and the downright ridiculous. For the first phase of the campaign, we harnessed the widespread love for videos of babies and animals, and borrowed from the world of memes to create entertaining, shareable content. Phase two focused on bigger life moments; our Meeting the Parents OLV was chosen by Amazon Music to front its sponsorship of Pride UK. The campaign has been pounding the newsfeeds, social channels and airwaves of the US and the UK, since May 2017, celebrating Amazon’s vast and accessible music library.

Everything from strategy to concept to production to post-production was handled within the walls of A+B; and the great thing is, there’s more to come.

OUTPUT

  • Online video content
  • Radio
  • Social
  • Across the UK and US, with more territories planned

The campaign has been AdAge's pick of the day three times so far, and our Radio campaign won best in category at The Drum Creative Awards 2017. Quantitative results are kept under Amazon's strict confientiality regulations, but with more work to come, we're happy to say things are looking good!

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