Contest12th Sep 2023
The Breakthrough Idea | Amazon's Challenge
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The Challenge
The Amazon Ads Challenge: Connecting the Canvas
Come up with a breakthrough creative concept for one of your clients that uses the Amazon canvas to drive a measurable outcome, such as purchase, awareness, or engagement. Demonstrate how your concept connects at minimum two different Amazon properties (i.e. a Fire TV takeover and an Alexa experience, or a Twitch stream and an Amazon Fresh pop-up experience) in an innovative way.
You can use a current client RFP or business challenge as the basis for your submission. We look forward to guiding you through the suite of Amazon Ads products and innovating on them. Good luck!
Creative Tip #1
Our best concepts emerge when a brand’s DNA can connect seamlessly with Amazon’s DNA, i.e.:
Disney creates magic and wonder through storytelling, Amazon delivers magic through bringing customers’ wants and desires to reality
Coca-Cola’s “open happiness” tagline can bridge to the happiness people feel when they open an Amazon box.
Creative Tip #2
We believe best ideas can be described in one sentence, or a PR headline i.e.:
Ad Council Updates Alexa’s Response to “What Is Love” in Inclusivity Campaign
Pringles Brings Video Game Zombie to Life in Twitch Livestream
Creative Tip #3
Think of how to use Amazon products in innovative ways, i.e.:
Watch shoppable recipe videos on Fire TV, add ingredients to Amazon Fresh cart
Scan a QR code on an Amazon Locker to reveal an AR experience on the Amazon mobile app
Play a game with the Twitch community to unlock discounts for Amazon.com. store
How to complete this document
There are three sections to complete for your submission:
1 . The breakthrough Amazon creative idea (1 slide)
The best creative ideas start with strong customer insight, so draw on our library of research to get started. Your concept should tap into the different elements of the Amazon canvas and put the customer first. Give us…
An outline of your brand challenge and client objectives
A PR headline or one sentence description of your idea
An insight and a short paragraph describing your idea
2. Campaign overview (250 words or 2 slides)
How do different elements of the Amazon canvas play a role to create a holistic campaign?
How are you innovating using Amazon canvas to achieve client objectives?
Does this creative idea sit within a broader campaign plan for the brand?
How are you thinking of the end customer experience?
How will you ultimately drive ACTION? Summarise the full partnership on 1-2 slides.
3. Measurement plan (1 slide)
Demonstrate how you would measure the success of your campaign and link it back to your client objectives.
Who can enter and eligibility?
All clients can take part in this contest. This Challenge is open to local teams in the US, the UK, Italy, Spain, France, Germany and Canada (excluding Quebec). Global (or centralised) teams are able to participate as long as there is not a local market submission for the same client.
Considerations & Conditions:
For a Territory to be eligible for the contest, a minimum of 3 entries must be submitted for that Territory. In the event a Territory is not eligible, the allocated Media Investment amounts will be proportionally distributed across the remaining Territories
Submissions must specify what market they are applying for
The Prize
This Challenge is open to local teams in the US, the UK, Italy, Spain, France, Germany and Canada (excluding Quebec). Global (or centralised) teams are able to participate as long as there is not a local market submission for the same client.
One winning entry will be selected from each country, the winning client will receive;
Country
Prize
US
Total Value $250k
Twitch Media: $50k
Amazon STV: $200k
Canada
Total Value: $50k
Twitch Media: $50k
UK
Total Value $140k
Twitch Media: $50k
Amazon O&O: $90k
Germany
Total Value $140k
Twitch Media: $50k
Amazon O&O: $90k
Italy
Total Value $140k
Twitch Media: $50k
Amazon O&O: $90k
Spain
Total Value $140k
Twitch Media: $50k
Amazon O&O: $90k
France
Total Value $140k
Twitch Media: $50k
Amazon O&O: $90k
Considerations
Twitch Media
limited to max $10K per month per locale
limited to EU5, US, and CA only, and to be split equally between these seven markets
EU5 Amazon O&O inventory
For existing clients, the AV can only be used with paid media campaigns
For new clients, we will endeavour to use it with paid media campaigns
Paid media minimum is LC 30K UK/DE and LC 20K for FR/IT/ES
AV only available to be used on DSP O&O (and not during Prime Day, Prime Early Access Sale (PEAS), Black Friday Cyber Monday (BFCM) or Nov-Dec)
$200K in US Amazon STV inventory
How will your entry be judged?
Will your idea shift the needle for a client's business and which business issues will it address?
Does your idea scale? Can it work across borders, across audiences and across moments?
Is your idea sustainable, can it become next year's ‘business as usual’, the thing that your client cannot live without longer term?
Does your idea drive integration across different channels?
How you can measure impact and campaign performance?
How to Enter
Step one
Watch the introductory video and read through the eligibility requirements above to make sure your clients meets the requirements to take part in this challenge.
We would like to offer two opportunities to engage our teams prior to submission. We’re happy to be part of your ideation session as well as a midpoint check-in to review where you are, offer feedback and answer any questions you may have. You will have the chance to tell us about your specific client challenge, objectives and KPIs, for us to come up with the best solution together.
To find out who your main point of contact for Amazon Ads is in your market please see the last slide of the submission document for contact details of all Amazon representatives. Please reach out to schedule the ideation session and midpoint check-in, or to answer any Amazon-specific questions you may have.
Step two
Register for the contest to show your interest in taking part. Please note, in order to complete registration, you need to download this form for your client to sign, which should be uploaded to the registration page. Please note that only EssenceMediacom employees will have access to this Registration page. If you have any issues with registration, please contact [email protected]
Step three
Download the submission document below and submit your entry here. Please note, only EssenceMediacom employees will have access to the submissions page.
If you have any questions please contact [email protected] or your Amazon Advertising representative.
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