Amazon Australia’s eagerly anticipated launch was a flop, the mood went from hype and excitement to anger and frustration. Aussies weren’t just disengaged and apathetic towards Amazon, they rejected them completely.
We needed to shift their brand image and consideration fast by showing Aussies we understood their lifestyle, cultural nuances, and slang. Above all else, we needed to prove we had a product for their every need.
‘Advertising at its very best’ — Russel Howcroft