AMAZON

Insight:

Even though Australians purchase online year-round, bad weather might affect delivery times. Customers want to be sure that their orders will be delivered on schedule.

Supporting Evidence:

Deliveries from Australian websites take around 9% longer during periods of intense rain, and large floods can cause delays of more than ten days. (SmartCompany, 2022).

Idea:

No matter the weather, Amazon always delivers on time. Amazon boxes are shown in the "Weather Never Wins" campaign as weather-beaten heroes, reassuring customers that nothing can delay their orders.

Execution:

3 OOH – AdShels:

Placed in high-traffic areas: bus stops.

• Rain: Package Amazon under umbrella.

• Hot: Package Amazon wearing sunglasses under fire in hot weather.

• Snow: Package from Amazon wearing gloves and a beanie.

These images convey messages and reliability in all weather conditions.

Strategy rationale:

Placed at high-traffic bus stops to attract attention, increase high visibility, and maximise visibility during people's daily commute.

Different creatives (rain, heat, snow) directly relate to diverse weather conditions.

Create and enhance the conveyed messages and reliability in all weather conditions.

Instagram Single Post Ads:

A series of three weather-themed Instagram ads (Rain, Heat, and Snow) adapted from the OOH campaign.

Each post features the campaign hashtag #WeatherNeverWins and a clear “Shop Now” CTA button, which links directly to Amazon.com.au.

Bold, simple imagery delivered in an Instagram format ensures the message gets across quickly to the audience.

Instagram Reels video Ad- Vertical Video

A 22-second vertical video adapted for Instagram Reel video.

The ad quickly transitions between rain, heat, and snow, each featuring a customised Amazon box outfitted for each weather condition (umbrella, sunglasses, winter gear).

The combination of dynamic transitions makes the viewer experience feel alive and engaging. The ad ends with the Amazon logo and a link to the Amazon website.

Strategic rationale:

Designed to fit the length and frame of vertical videos using social media platforms, with paced visuals and music.

Delivering the campaign message through different weather scenes in less than 5 seconds per scene, which maximises memorability.

Driving engagement through reels, which is a highly viewed Instagram platform format

Target Audience:

Australians aged 18–50, who regularly shop online and use fast delivery services

SMP: 

Amazon always delivers on time, no matter the weather—building customer trust every time.

Reference:

Elsworthy, E. (2022, September 12). Online shopping takes nearly 10% longer to arrive in heavy rain. Here’s what retailers should do to avoid delays ahead of La Niña. SmartCompany. https://www.smartcompany.com.au/retail/online-shopping-deliveries-rain-la-nina/