Amazon Yeti Spring Sale — Anna Sweet

AMAZON SPRING SALE - YETI EDITION

Following on from Amazon’s Christmas campaign, featuring extraordinary customers, there was on clear front runner for most-loved character, the Amazon Yeti. The re-sharing on TikTok and other social platforms told us, that customers were particularly taken with this lovable beast. Amazon Spring Sale runs in March, directly after Amazon’s Q4 Sale event activity, so we decided to base our campaign on Yeti’s emergence from hibernation and show how he was using Amazon to bring more joy to his spring.

As ACD, I creative directed the radio, social and onsite. I was also Creative Lead on the TCV and OLV.

The TVC ad takes a more music video approach to driving awareness of the sale name and most importantly for Amazon, branding cues. Messaging and creative execution covered both a lead up and live phase for the campaign. The campaign played out across 13 countries in Europe and was made up of, TVC, radio, OOH, social, onsite and even springtime playlist created to accompany the Yeti on Amazon Music that you can listen to here.

We worked with the Amazon Music team to source the track, ‘Brand New Revolution’ by Guts for TV and social. We also worked with Amazon Fashion to ensure Yeti was wearing an on-trend style bucket hat - well 90s.

On Amazon’s onsite deals page, customers could click a Yeti button to find his top selection of top Spring Sale deals.

AMAZON SPRING SALE - YETI EDITION

Following on from the success of our Amazon Yeti during our Q4 Christmas Campaign, we decided to create a follow on with this extraordinary customer and show him emerging from his mountain cave for Spring Sale 2023. The campaign became Tier 1, meaning it reached across our full roster of 15 different EU countries. As lead creative, I worked on the TVC, and in an ACD capacity, I helped teams to develop the radio, social and a Yeti Playlist to bring his character to life, I also oversaw the OOH and digital on and offsite work. The campaign helped to achieved break through brand linkage for Amazon like never before, as well as a lift in sales from previous years for the event.

Shot with director, Greg Brunkalla at Stink Films.

We created a Yeti button on Amazon retail site during the campaign, so customers could click to find Yeti’s best deals.

Working internally with Amazon Music, we devised a playlist based on the character of Yeti who is seen dancing with his deals in every ad. The playlist told the story of his delivery and delight at receiving it.

OOH featured static and animated Yeti posters.

On-site we featured the campaign in our Owned and Operated space which reaches over 92 million customers a day.

Off-site

We created a Yeti button in our UX that meant people could click to see Yeti’s favourite deals during the sale event.