Challenge

Entertainment industry voters are inundated with mailers, screenings and events during the fiercely competitive television awards season. When the world’s largest online retailer, Amazon expanded into producing original television series, they reached out to YES to assure that their first foray vying for Screen Actors Guild Awards® (SAG) and Emmy® awards versus established networks, cablers and streamers was a winning effort.

Insight

With more than 1.6 million deliveries per day, Amazon’s cardboard box packaging is instantly recognizable. Online shoppers keep a special eye out for their items to be delivered. We had an opportunity to surprise and delight “For Your Consideration” (FYC) voters (most of whom are also Amazon shoppers) with the arrival of an unexpected Amazon package – and guarantee that it would be opened.

Solution

We created a branded, 5″ x 5″, corrugated “FYC” mailer designed to resemble an Amazon parcel, housing DVDs of each of Amazon’s original series inserted into Kraft sleeves, stacked, tied with twine and an FYC hangtag CTA as part of a targeted overall advertising campaign. The design of the package reinforced Amazon’s retail business while literally tying together the brand’s new and powerful entertainment business while virtually assuring a 100% “open” rate.