Amazon, End of Summer Sale

Context

• Localisation of Amazon's End of Summer Sale across Italy, Spain, and the UK in 2019.
• The cultural meaning of summer is fundamentally different across these markets: in Italy and Spain, long summer breaks are deeply embedded in the calendar and the back-to-routine moment is what's emotionally loaded. In the UK, summer is short and effectively over by early September.
• Featured products on sale also differed substantially by market, meaning a single global TV cut would have been commercially irrelevant in at least one country.

My role and scope

• EMEA localisation lead for the campaign, owned the strategy, the per-market creative reframe, and the production decisions.
• Worked with local deals teams to lock the actual product mix per market, then briefed creative and production for parallel TV cuts.
• Steered media planning to align the burst with each market's real back-to-routine moment, not a single global on-air date.

Goal

• Land one global commercial event with culturally specific local resonance.
• Make sure the products on screen actually matched what was discounted in each market.
• Protect global brand consistency without flattening local cultural nuance.

Strategy

• Reframe the campaign idea by market rather than translating one script: keep 'end of summer' in the UK, shift to 'return from holidays' in Italy and Spain, the moment customers actually feel.
• Build taglines that captured the cultural moment, not a literal translation: 'Riparti alla grande con Amazon!' in Italy, '¡Disfruta la vuelta con Amazon!' in Spain.
• Engineer production flexibility: shoot the master once, then re-shoot the product-feature segments to match each market's real sales mix, including a separate cut featuring an alternative vacuum cleaner where the global hero product wasn't on sale locally.

Execution

• UK: master cut anchored on 'End of Summer Sale' messaging.
• Italy: Riparti alla grande con Amazon, back-to-routine creative angle, product mix re-cut for IT inventory.
• Spain: ¡Disfruta la vuelta con Amazon!, return-from-holidays narrative, product mix re-cut for ES inventory.
• Three localised TV spots delivered in parallel for the back-to-routine window.