In the countdown to New Years Eve, Amazon added context to their party playlist creative.
A day after Harry's proposal, Amazon celebrated with this smart, contextual copy.
Adding motion gave a
story-telling element to this playful creative.
#beontime
#giveitcontext
#keepitmoving
IN THE MOMENT
more visual attention*
%
20
*Source: Adshel Australia, The Context Effect, 2016;
Contextually relevant DOOH as vs generic DOOH ad
longer
engagement*
%
60
*Source: Kinetic, Digital Eye and Face Tracking, 2011, Animated Digital poster vs. static paper poster
We know from our research* that adding context and/or motion to copy increases metrics with a campaign.
Hover over these clever Amazon creatives to see how they have added richness to their copy.
CASE STUDY
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Credits
Agency - Initiative
Specialist - Rapport
#beontime
clearchannel.co.uk | @clearchanneluk | Find out more: letscreate@clearchannel.co.uk
#keepitmoving
Amazon ran static, subtle and fully animated copy across Clear Channel's classic and digital small formats - Adshel, Adshel Live and Malls Live - adapting their poster to maximise the engagement for their environment. The campaign is an excellent example of great poster design, with a strong product shot, smart copy-writing and clear branding.
Amazon brought to life the Amazon Echo and Echo Dot in a beautifully illustrated poster campaign in December 2017.
A campaign with over 25 creatives, there was something for everyone with real-life examples of how people are using Alexa
- the virtual, voice-activated assistant - including animated and static versions adapted for their environment. Further engagement was driven through contextual creatives at Christmas and New Years Eve.
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*Source: Neuroscience Research, Adshel, 2016
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