Amazon × Vodafone España

Context

• Vodafone, Spain's third-largest telco operator, launched a promotion bundling Amazon Prime into their subscription package.
• Two real constraints: Amazon had no dedicated budget to promote telco partnerships, and Vodafone's bundle also included Netflix, so Prime needed to feel like the headline benefit, not a footnote.

My role and scope

• Spain partnerships and marketing lead, designed the partnership angle, negotiated the integration with Vodafone, and ran joint creative approval end-to-end.
• Coordinated implementation across Amazon brand, legal, PR, and local marketing alongside Vodafone's media and creative teams.
• Steered both organisations through TV, radio, digital, social, and print activation in a single Q4 window.

Goal

• Get Amazon brand visibility inside Vodafone's flagship Q4 campaign without spending Amazon media budget.
• Drive Prime membership uplift in Spain through high-reach telco distribution.
• Position Prime Free Shipping as the differentiator versus the Netflix bundle component.

Strategy

• Reframe the deal: instead of Amazon paying Vodafone for inclusion, position Prime as the emotionally resonant element that makes Vodafone's Christmas spot work.
• Lean into Free Shipping as the visual hook, Amazon boxes arriving at the door, because it's a benefit Netflix bundles can't match.
• Lock joint creative principles upfront so both brands stayed protected through TV, radio, digital, social, and print versions.
• Use Vodafone's owned social channels as a 2-month always-on layer to keep momentum past the TV burst.

Execution

• TV spot: Vodafone customers receiving Amazon boxes at home as the emotional centrepiece, with a clear end-frame CTA: 'We give you a year of Amazon Prime' free.
• Adapted versions across radio, digital, social, and print, all aligned to the joint creative framework.
• 2-month organic social plan on Vodafone's Spanish channels with editorial content on Prime benefits and Prime Video releases.

Results

• Generated a measurable uplift in Prime subscriptions in Spain (exact figures Amazon confidential).
• Indirectly contributed to a Q4 sales uplift through new Prime member shopping behaviour.
• Reinforced Amazon's brand relevance in Spain by associating it with one of the country's biggest Christmas campaigns, at zero direct media spend.