Team Amazon Final

instant video

Goals

Retain

Use current devices to full potential

Realize importance of their click

Get customer commited before they hit the couch

LANDSCAPE TARGET MESSAGEOPPORTUNITY CHANNELS

LANDSCAPE TARGET MESSAGE OPPORTUNITY CHANNELS

instant videoLandscape

brand objectives/vision

You know... the qualityreliabilityserviceconsistency

.com

LANDSCAPE


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InstantPremeditated Leisure

• Pay per view service• Streams movies to your TV• Big variety• Maximum quality

LANDSCAPE

Landscape


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BOX

SMART TV

COMPUTER

Begin with the end in mind

LANDSCAPE

Landscape


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Competition/Threats/Direct

Subscription based

Click abusers

YouTube for sitcoms

Contemporary clickers

Couch surfing

Leisurely Clickers

hulu Cable Provider

LANDSCAPE

Landscape


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In-direct Competition/Threats

Digital deliveryStays personal in a big space

Current & FunOffbeat toneEncourage offline behavior

Simple messageHide the gritty detailsAid to reach potential

Zappos Thrillist Gatorade

LANDSCAPE

Landscape


instant videoTarget

TARGET

PEW & Nielsen Research Published reports

Methods of research

Click Streams/Browser history 30% borrowed 70% stolen

How the target grew up Survey of M/F informants

Desktop / Mobile home screen Screen shots and hiearchy

Quantcast Not definitve answers


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TARGET

Target

Nuts & Bolts

30 - 50Value friends* over criticsTech friendly but not tech savvyHave a smart TV or compatible boxMiddle to late adoptersIntake exceeds output Currently waiting to buy movies*Friend - digitally speaking, is someone you follow or have a high click relationship with


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Habits/online behavior

Digital Errands Personal News

• Productive clicks• Enhances their offline life• Planning• Research• Staying organized

• Front page stories• Facebook feed• Trusted sites for big information•staying informed

• Enjoy the dumb videos• Simple app games• Reading useless knowledge• Staying sane

Catch a quick break

Target

TARGET


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TARGET

Their Devices

Home baseCan’t live withoutPreferred methodof online transportation

Trusted Space/comfortWhere big moments take place

UtilitySupport systemNot a lifeline

Haven’t reached the potential

Winding down toolWhite noiseConsistent

Permanent locationLiving room revolves around it

COM

PUTE

RM

OBIL

E PH

ONE

TELE

VISI

ONTarget


instant videoTarget

Click Stream

FACEBOOK / most recent / like / photos / Hawiian vacation

GMAIL / inbox / reply all / re: baby shower

ZAPPOS / featured / sale / boots

NEWS / most popular / ‘lady gaga’s grammy outfit

NY TIMES / world news / obama

WIKIPEDIA / search / justin bieber

ESPN / Leaderboard / Scores /

YOUTUBE / most popular / funny

PEOPLE / Who wore it best / vote / JLo

CHEAPOAIR / search / roundtrip / CHI to LAX

HOMEPAGE / top stories / weather

TARGET

Z


instant videoMessage

MESSAGE

Meaningful Clicks

Ordinary Clicks Powerful Clicks

Booking a flight

Casting a vote

Transfer of funds

‘Like’ button

Follow

RSVPAllowing permission

Angry Birds

iTunes

Send a text

Search


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MESSAGE

The click goes further with Amazon Instant.

Message


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Click and your set.

• To watch any content (over 7,000 titles)• Maximum quality possible (whatever connection speed you have)• It’s yours (in your library)• Amazon takes care of the dirty work

MESSAGE

Message


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IDENTITY PLANNING POTENTIAL

MESSAGE

• support/vote• personal• a blessing• fingerprint

• locked in• set plans• begin• look forward to

• unleash• wow factor• transport

By clicking you are also saying:

Message


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Maximize each one

Find the best way to transform one click into something meaningful for the target

Move them towards something that is either productive or highlights simplicity

Opportunity

OPPORTUNITY

472.2 Clicks per dayThe average person makes


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Best way to use digital in the target’s life

OPPORTUNITY

Opportunity

For amazon to best use digitalshow where the right click can take you

Make it count

Simple but powerful

Best use of time


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Connect through these vehicles

HIGH

LOW

Channels

CHANNELS

AEmail

Social

Mobile

Search

Affiliate

Apps/Micro


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What the click means on paid channels

Affiliate

CHANNELS

Banner/SEO Mobile

To show authority and give reassurance

Gain rapport

Informative

Direct to the store

Don’t waste their time

A place to explore but not engageBit size consuming. Reference/Utility

Show me something new

Channels


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CHANNELS

Social Website Apps/Mobile Site

Channels

Trust factor

Listen to others to make a good decision

Purchase minded

Have in mind what they want to watchThe cash register

UtilityLooking at Amazon away from their home base but not purchasing

New to the sceneShow where it can take you

Give more direction to on-demand

Adding to a wishlist

What the click means on owned channels

If you had one click where would you put it?

How powerful can one click be?

What potential of their devices can be unleashed?

ChannelsThought Starters

Spiritual

Team Amazon Final