, under the new tagline “See where it takes you,” is continuing with a spot aimed at fantasy and sci-fi fans.a major fall launch andslated for next year. The brand campaign, which kicked off November 22, is due to run through the end of 2022, with a push in several distinct verticals, including action, comedy and fashion. The company’s 14-year-old streaming video offering has never before had a brand tagline.
The campaign emphasizes the various touchpoints within the Amazon ecosystem, mainly streaming video, music and books., global chief marketing officer for Amazon Prime Video and Amazon Studios, told Deadline in an interview that the unified approach is new for the tech giant. “It’s the first time we’ve really talked about it in this way,” she said.debuted, the series of books on which it is based, written by Robert Jordan, returned to the bestseller list.
Through extensive consumer research, Ojo added, “We realized the experience with us is very different compared with other streamers. The first phase of the campaign is revealing that.” The idea is to make it “seamless” for customers by recommending other things beyond streaming video.
In September 2020, Ojo arrived at Amazon, the first pure entertainment role in a career that has included stints at General Mills, Unilever and Coty. She said she has organized marketing and communications teams according to specialty, with groups concentrating on action/thriller, comedy, fantasy/sci-fi, sports, unscripted and drama. “We really want to be talking with communities,” she said.
Ojo has also put a focus on Prime Video as a stand-alone brand, rather than calling it Amazon Prime Video. Earlier this year, Amazon reported it has surpassed 200 million Prime members around the world. Historically, video has been something of an afterthought compared with longtime Prime benefits like free and expedited shipping. Now, Ojo said, the internal view is that Prime Video “is a way for you to come into the family.
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