Amazon Student is a programme for university students offering Prime Delivery, Prime Instant Video and Kindle Owners’ Lending Library for half-price (£39 v £79). We were tasked with launching the product in the UK with the aim to raise awareness and encourage sign-ups.
With a total student population of 2.3m, our channel selection needed to be highly targeted in terms of reach but also environment. Speaking to students whilst they were in the right mindset was imperative to getting them to commit to the £39 offer.
Our research identified that students are absolutely the digital natives of today and speaking to them online was a no-brainer. We created partnerships with the likes of Student Beans, The Student Room and Campus Com, drawing on their deal based qualities to position Amazon as a credible student product. Working with Selective media and Student Com, we were also able to target freshers looking for their broadband packages in their halls.
In addition to this, we ran 116 x 6 sheets in 52 student campuses across the UK, allowing us to target a 100% student audience at the heart of the social scene at universities. NFC technology was also used to encourage students to tap the ad in order for them to be taken directly to the sign-up page.
Here’s a short video so that you can see them for yourself:
The campaign exceeded the target number of sign-ups.