Amazon TVOD had the opportunity to connect its unique position – selection, convenience, and value that only Amazon can deliver – with the kind of moments that TVOD content enables: moments of true human connection.
During the fast moving era of 2017, Amazon TVOD (transactional video on demand) is where you can digitally rent or buy movies or television shows. This is in comparison to SVOD (subscription video on demand) services, like Netflix or Amazon Prime Video, where video content is available with a subscription.
Seeking strong differentiation from within the Amazon portfolio and the full competitive set, which included cable, Netflix, Apple, and Redbox, our goal was to demonstrate the deep emotional tethers that Amazon TVOD delivers on, generating connection with our audience and clarity around what TVOD has to offer.
Our audience is broad and spans parents, DINKs, older and younger Millennials, Gen X and travelers. And we found these audiences share common desires:
Working with the Amazon team, we developed a strategy that balanced the functional with the emotional, underscoring the equities of Amazon within the TVOD space while building a promise that supports the future vision of the platform.
Northbound learned through this process that Amazon moves organically and that sharing the creative concepts in conjunction with final positioning narratives allowed the strategy to be adopted more widely.