Prime Video, one of India’s most popular video streaming services, has collaborated with its long-term agency partner PivotRoots – A Havas Company, to throw light on its content gallery via the creation of over 500 hyperlocal promos.
These hyperlocal promos were tailored to the user’s location by incorporating, among other parameters, references to famous local landmarks like Juhu, Bandstand and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad and Sion City in Kolkata, to add a personalised touch.
To explain things better, the agency, in its press release mentioned that as part of this collaboration, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.
To create and amplify the reach of the same, the agency has leveraged Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences across YouTube and Meta. Furthermore, dynamic banner ads, tailored to the time of day and adapted to the specific day of the week, were also strategically placed across multiple sites to ensure a customised brand communication approach across various channels.
As per the agency, the objective behind the hyperlocal campaign titled, Everyone’s Talking Prime, was to encourage users to indulge in the captivating world of movies and web shows that everyone is talking about.
Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, Jinit Shah, Director- Media, PivotRoots, said, “Audiences are increasingly seeking personalised experiences. We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight.”
Similarly, Hetal Khalsa, Chief Creative Officer, PivotRoots, also emphasised on the significance of maintaining a personal connection with the audience and said, “Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact.”
