AMAZON.ES “REYES MAGOS” TV, DIGITAL, OOH CAMPAIGN (2019)

Local Creative Strategy Campaigns
Written By Simone Fortunini

Local Insight: In Spain, the traditional gift-giving day is January 6th, when the "Reyes Magos" (Three Wise Men) bring presents to children, rather than Santa Claus on December 25th.

Context: Analysis of Q4 sales data in Spain revealed a substantial post-Christmas sales peak in the first week of January, rivaling the December 18-20 Christmas shopping peak.

Challenges: 

Amazon's global Q4 campaign lacked a specific Reyes Magos campaign, missing a significant sales opportunity and failing to position Amazon as culturally relevant in Spain.

 

My Strategic Approach:

  • Developed a compelling case for EMEA and Global Marketing leadership to develop and air a Reyes Magos-specific TV ad

  • Proposed a cost-effective solution by adapting existing US creative assets

  • Recommended localizing messaging and dubbing to resonate with the Reyes Magos tradition

 

Results:

  • In the short-term, the campaign generated significant boost in Q4 sales. Exact figures are Amazon Confidential.

  • In the long-term, “Reyes Magos” creative became a standard component of the global Q4 campaign strategy, with a dedicated investment allocated.

Simone Fortunini
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