AMAZON - END OF SUMMER SALE (2019)
Context: Localization of Amazon’s "End of Summer Sale" campaign in Italy, Spain, and the UK.
Challenges:
Cultural relevance of summer is different in Italy and Spain, where long summer breaks are deeply embedded in the culture, and the UK where summer is short and already ends beginning of September.
Language and Messaging: the campaign needed to balance global brand consistency while also appealing to regional audiences with appropriate translations, cultural references, and messaging tone.
Main products on sale are different per market/region.
My Strategic Approach:
Localized Messaging in Italy, "Riparti alla grande con Amazon!" ("Start Big with Amazon!"), and Spain, "¡Disfruta la vuelta con Amazon!" ("Enjoy the return with Amazon!”), referencing more to the come-back from the holidays rather than the end of summer.
Shot two different version of the TV ad, including an alternative vacuum cleaner product to accomodate sales differences.
