CHALLENGE

Drive awareness of Amazon’s 3 own furniture brand (Rivet, Alcove and Movian) in the German market.

INSIGHT

The German online furniture market is a busy one. Big players like Otto, Ikea, and local shops are all happy to bring your new sofa right where you need it. We needed not just to convey the fact you could order furniture online, but tie it indisputable to Amazon in our audience minds.

SOLUTION

We realized that furniture is what makes a house a home. And to convey that you can now turn your house into your home from the convenience of your trusted online store, we used the most widely know Amazon brand touch point; the amazon card board box. By slightly opening the flaps, we turned the box into a house, and by adding furniture we turned it into a home — a simple but powerful visual metaphor.
To anchor the idea, we gave a familiar phrase a gentle twist:
“Home. Delivered.”
By just adding a single full stop, it said everything.

This campaign was rolled out across paid social and with the support of carefully selected influencers, one for each brand. The influencers were allowed to buy €600 of Amazon furniture, use it in their house and share with their followers. On top of that they could give away the same amount in Amazon voucher to their followers.

The campaign reached a huge number of eyeballs, and delivered above bench mark.