To celebrate Amazon.ie’s first Holiday season since launching in Ireland, Harris PR was tasked with highlighting how shopping with Amazon.ie can take the stress out of Christmas with convenience, affordability, selection, value and Prime membership, while building a buzz for the biggest shopping moments of the year: Black Friday and Cyber Monday.
In a period increasingly dominated by noisy, bright and bold festive campaigns, we wanted to deliver a softer, more heartfelt approach. Through research we uncovered that Irish people recognise that the festive period can be a lonely time for many, and that the act of giving can be a powerful driver for human connection. These insights lay at the heart of our campaign.
We developed a creative concept ‘Christmas Connections delivered by Amazon.ie’ to celebrate small but powerful moments that bind Irish families and friends, even if they are separated physically. Producing a short film on the theme of connection helped to shine a light on loneliness, reminding audiences to check in with loved ones, elderly neighbours and those in their community who may need the hand of friendship.
Amazon.ie collaborated with Friends of the Elderly to highlight this important issue, donate to the charity, and centre two of its members, John and Brian, at the heart of the short film, showcasing their authentic memories of Christmas of old. Traitors Ireland winner Oyin Adeyemi became our campaign ambassador. Oyin, who has a strong relationship with her granny living abroad, complemented the film’s theme with her own story, providing interest to secure media interviews.
National media coverage spanned print, broadcast and online outlets such as Virgin Media’s The Six O’ Clock Show, Evoke, Irish Mail On Sunday, Business Plus, Today FM and VIP Magazine. Earned social coverage deriving from the various strategic angles of the campaign further drove organic sharing and reach.
Rather than feed into the saturated Black Friday and Cyber Monday news cycle, we instead challenged audiences to disconnect from their hectic lives and watch the 12-minute film as a reminder of the important things in life.
Bringing the audience on a rollercoaster of emotions from sad to hopeful, the overwhelming positive sentiment towards the content showed that Amazon.ie delivers more than just parcels, it delivers connection.
