THE MAN IN THE HIGH CASTLE
| Title | THE MAN IN THE HIGH CASTLE |
| Brand | AMAZON PRIME VIDEO |
| Product/Service | AMAZON PRIME VIDEO |
| Category |
D01. Social Video |
|
Entrant
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HEREZIE Paris, FRANCE
|
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Idea Creation
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HEREZIE Paris, FRANCE
|
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Production
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THE CABS Marne La Vallee, FRANCE
|
Credits
| Andrea Stillacci |
HEREZIE GROUP |
Chief Executive Officer |
| Paul Marty |
HEREZIE GROUP |
Executive Creative Director |
| Etienne Renaux |
HEREZIE GROUP |
Executive Creative Director |
| Rodolphe Pinta |
HEREZIE GROUP |
Art Director |
| Theo Castagne |
HEREZIE GROUP |
Copywriter |
| Marilou . |
HEREZIE GROUP |
Very Junior Art Director |
| Dimitri Boudnikoff |
HEREZIE GROUP |
Group Account Director |
| Marine Chenu |
HEREZIE GROUP |
Account Director |
| Tanya Kozlova |
HEREZIE GROUP |
Agency Producer |
| Douglas Antonio |
HEREZIE GROUP |
Social Media Manager |
| Alexandre Andresciani |
AMAZON PRIME VIDEO |
Sr Social Marketing Manager |
Background
In 2020, more than ever due to lockdown, people spent even more time in front of their screens. Some parents even knowingly let their kids watch streaming platforms for hours to keep them occupied. Yet a lot of the content isn’t adapted for children, particularly the Prime originals on Amazon Prime Video. So, in view of the context, to remind people about their Parental Control functions, Amazon Prime Video took the opportunity to showcase their latest shows…in a rather unusual way
Describe the strategy
The videos, aimed at the parents, are deliberately designed to surprise the viewer. By touching a nerve while adding a dose of cuteness, the message is even more powerful, almost shocking. The films were posted on YouTube and Facebook, the main social video platforms. Their short format, coupled with a PR strategy, helped to maximize their reach, both online and in the press, which, given the context and the subject of screen time during lockdown, was very instrumental in conveying the CSR message.
Describe the execution
Jade (6 years old), Thiago (5 years old) and Marilou (6 years old), three young Prime Video members, gave free rein to their imagination and illustrated their interpretation of three Prime Video Originals. Controversial, violent series containing vulgarity and reserved for an adult audience (16+/18+) ... basically shows they quite simply haven’t been able to watch…thanks to Prime’s parental control settings. A simple experiment in theory that gave rise to 3 content videos and conclude with the brand’s stance: “We prefer they imagine them, rather than watch them”.
The children’s illustrations also became posters, displayed around Paris in a side by side OOH campaign: the drawings, displaying the parental control stamp, alongside the darker, more gruesome, actual posters for the shows.
List the results
The videos were shared thousands of times on social media and recorded over 10 million views in France. Each video also achieved a record completion rate of 80%. The campaign was mentioned in more than 50 articles in the press, in more than 10 countries and there are plans to adapt it for the USA this year. Last, but not least, the parental control settings have been activated more than ever before in French households (confidential data).