AMAZON x “VODAFONE"- CO-BRANDED PARTNERSHIP (2018)

Partnerships and Sponsorships
Written By Simone Fortunini

Context: Vodafone, the third largest Telco operator in Spain, launched a promotion to include Amazon Prime among the benefits of their subscription package.

Challenges: 

  • Amazon didn’t allocate specific budgets to promote partnerships with telco.

  • Vodafone package includes competitors services such as Netflix, so it essential to communicate the added value of Prime Free Shipping offer as differentiator.

 

My Strategic Approach:

  • Partner with Vodafone to include Amazon brand in their 2018 Christmas campaign.

  • Closely aligned with Vodafone to integrate Amazon mention, logo and branded elements  in all major execution in TV, Radio, Digital, Social and Print.

Execution

  • TV Spot where Vodafone customers gets Amazon boxes delivered

  • A specific call to action in the end frame “We give you a year of Amazon Prime” for free

  • 2-month long Social organic plan for Vodafone pages, featuring editorial content on Prime benefits and Prime Video releases.

TV Spot - Vodafone España

Results:

Campaign generated increase of Prime subscriptions, helped position Amazon as a relevant brand in Spain, and indirectly generated an uplift in Q4 sales. Exact figures are Amazon Confidential.

Simone Fortunini
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