Amazon Easy AZ
BACKGROUND
Amazon's first attempt to launch in the Australian market didn't go too well. Our task was to re launch it in a way that embedded the brand into Aussie behaviour.
Role
ACD
TEAM
Andy DiLallo Steve Hanzic Nev Fordyce Mischa Chloe Saintilan Andrew Torrisi
Easy AZ Lipstick 30"
Easy AZ Lipstick 30"
Easy AZ Floaty 30"
Easy AZ Floaty 30"
Easy AZ Huntsman 15"
Easy AZ Huntsman 15"
Easy AZ Science Diet 15"
Easy AZ Science Diet 15"
Easy AZ Commute 30"
Easy AZ Commute 30"
CONCEPT
At the time, everyone was competing on price and range but nobody was talking about ease. Not very Aussie. So we saw an opportunity to stand out and show we understood how Australian's roll. Easy AZ.
We were the first market to attempt to localise Amazon's "Everything you need for A-Z" platform from the Northern hemisphere, fortunately the answer was "Easy AZ"
The launch campaign featured a series of undeniably Aussie scenarios, and an Aussie as amazon.com.au search bar.
The combination allowed us to show our range, show our ease, and show our localised personality.
Easy AZ Street furniture
Easy AZ Street furniture
Easy AZ street furniture
Easy AZ street furniture
Easy AZ street furniture
Easy AZ street furniture
Results
A year on from the launch of the campaign Amazon.com.au received more sales than it had ever in it's history. 215% more than the forecasted measure of success.
It instantly started changing peoples perception about the brand, it even did well on Gruen, fwew.
The Easy AZ platform has been running for almost 5 years now, and Amazon has become a part of the furniture for many household.
