Amazon GT Innovation – Grand Tour Smashes Another Brick In The Wall

Grand Tour is a much-loved series and expectations were high for the sequel – meaning our OOH communications needed to scale new heights.

The Challenge

The objective of the campaign was to build awareness and excitement around the launch of the second season of Grand Tour on Amazon Prime Video.

Our Solution

Grand Tour is known for its signature vintage car so this was the key component from which we developed a number of OOH innovations, with the aim to render the same adrenaline rush of the show.

We showcased a car, smashed into a brick wall, to pique curiosity about what endeavors viewers may expect to find throughout the show’s journey. This attention-grabbing creative activation was unveiled at Mahim Causeway in Mumbai and DLF Saket Mall in Delhi.

We further extended the reach and extravagance of the campaign in Delhi, Mumbai and Bengaluru, by mapping the relevant content consumption moments, and extending our display to large format, transit media, and mall media at high dwell time touchpoints.

Finally, in order to maximize the overall scale of impact, we ensured that all OOH display commenced on the same day.

Results

On its first day Grand Tour witnessed 6% higher viewership on APV, with the trend continuing for the next 3 days!

This in turn resulted in more app downloads and Prime membership subscriptions.

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