Amazon Prime Video is a well-liked streaming service that gives all kinds of TV reveals, films and documentaries to its subscribers. In 2022, the corporate partnered with Perception Publicis to launch its companies in Nigeria as a part of Prime Video’s enlargement plans throughout the EMEA area. The aims: create consciousness, improve buyer subscriptions and make the model interesting to a brand new vary of customers.
By tapping into cultural nuances, recognizable expertise inside the Nigerian group itself and native media buys, the “Japa to Prime Video” marketing campaign was impactful in making the model domestically related and successfully established the platform as the one place to go when on the lookout for high quality curated content material.
The technique
Market and client analysis revealed that the market was at a nascent stage and there was a low adoption charge, which meant that switching was essential. The patron insights revealed that 71% of Nigeria’s inhabitants is below 35 years and the pressures on the common Nigerian client on this demographic (i.e.: inflation and unemployment).
The marketing campaign concept was constructed across the perception of “escape,” domestically referred to as “Japa,” a time period that represents the fact of most Nigerian youth who want to journey to different international locations for a greater life. By this concept, we demonstrated that Amazon’s Prime Video is a Swiss Military knife for these trying to escape; messaging inspired customers to decide on higher for themselves and established the platform because the go-to when on the lookout for high quality curated content material.
“Japa to Prime Video” messaging performed two roles. The primary was convincing customers to flee to the platform for high quality content material and the second encouraging customers to modify over from competitor streaming platforms.
The execution
The marketing campaign launched with an entertaining viral stunt utilizing an sudden Nigerian influencer, Davido, to spark a viral dialog on Twitter. Davido is one in all Africa’s and Nigeria’s largest Afrobeats musicians, identified for his distinctive sound and reference to millennials and Gen Z. He’s arguably one of the liked musicians in Nigeria due to his generosity and philanthropy. For reference, he has a well-known quote: “We rise by lifting others.”
