situation

Amazon is a powerhouse brand with a penchant for making bold moves in new markets with novel products. In 2023, Amazon was seeking to launch the brand’s first premium television, the Fire TV Omni QLED, inside one of the most competitive retail venues in the nation—Best Buy.

Best Buy is a high-stakes retail battleground for TV brands because customers there are literally able to make side-by-side comparisons that can incite purchase. Research has shown that the quality of content on the TV’s display can play a big role in sales conversion.

As leading experts in the space, PARTNER was asked by Amazon to develop a premium content strategy that would empower Fire TV to compete in retail, and potentially win the war for in-store sales dominance.

solution

We knew from previous experience with other TV brands that Best Buy is a challenging venue for any product to compete in. It’s busy, brightly lit, and packed with brand voices all jockeying for customer attention. For Fire TV to stand out amidst all this competition, we’d have to give them a content strategy that could really bring the heat. Content that would attract shoppers the moment they entered the store. Content that would showcase Fire TV’s picture performance persuasively enough to position Fire TV as the best buy in Best Buy.

Client
Amazon

Services
Content Strategy
CG Animation Design
Positioning + Copy
Motion Graphics
3D Design
2D Design
VFX
Editorial
Color Grading
Finishing
Encoding Optimization

Year
2022-2023

Deliverables
Competitive Audit
Content Strategy
80-second CG film(s)

situation

Amazon is a powerhouse brand with a penchant for making bold moves in new markets with novel products. In 2023, Amazon was seeking to launch the brand’s first premium television, the Fire TV Omni QLED, inside one of the most competitive retail venues in the nation—Best Buy.

Best Buy is a high-stakes retail battleground for TV brands because customers there are literally able to make side-by-side comparisons that can incite purchase. Research has shown that the quality of content on the TV’s display can play a big role in sales conversion.

As leading experts in the space, PARTNER was asked by Amazon to develop a premium content strategy that would empower Fire TV to compete in retail, and potentially win the war for in-store sales dominance.

solution

We knew from previous experience with other TV brands that Best Buy is a challenging venue for any product to compete in. It’s busy, brightly lit, and packed with brand voices all jockeying for customer attention. For Fire TV to stand out amidst all this competition, we’d have to give them a content strategy that could really bring the heat. Content that would attract shoppers the moment they entered the store. Content that would showcase Fire TV’s picture performance persuasively enough to position Fire TV as the best buy in Best Buy.

Client
Amazon

Services
Content Strategy
CG Animation Design
Positioning + Copy
Motion Graphics
3D Design
2D Design
VFX
Editorial
Color Grading
Finishing
Encoding Optimization

Year
2022-2023

Deliverables
Competitive Audit
Content Strategy
80-second CG film(s)

“The work from PARTNER was beautiful, engaging, and pushed the creative bar. We appreciated the quick turnarounds on feedback and being able to look behind the scenes at work in progress so that we could collaborate efficiently.”

Jocelyn Chang
Creative Director, Amazon

STRATEGY

Instantly engaging eye-popping visuals.

Partner knows the big box retail space, and all the attention-grabbing strategies used by players in the TV aisle—especially when it comes to the content they put on their displays.

We delivered a comprehensive competitive audit, and an informed SWOT perspective of Fire TV for Amazon that gave the brand a clear vision of the best tactics to employ to stand out and rise above rivals in this competitive sector.

We also conducted a deep creative exploration to determine with authority the most dynamic visual strategies for engaging shoppers and effectively conveying the benefits of Fire TV picture quality.

Services
Competitive Audit
Strategic Tactics
Creative Explorations

CREATIVE DIRECTION

A plan to attract, engage & convert.

From the moment a shopper entered the store, we wanted them to be drawn to the visuals on the Fire TV displays, even from afar. Experience has taught us that in such a visually noisy environment, the calculated use of vibrant colors in tandem with tantalizing camera movement can be highly effective at capturing and holding attention.

We kept the pace of the visual sequences moving fluidly throughout the entire 80 seconds of our story-driven film. Devices like frequent transitions from micro-to-macro perspectives and unexpected scene transformations made the narrative consistently engaging and enjoyable to watch, regardless of where a shopper started viewing.

Services
Design
VFX
CG Production
Motion Design
CG Product Beauty
Editorial

ATTRACT

We wanted Fire TV displays to be instantly eye-catching amidst the competitive fray. Leveraging Amazon’s universally known brand colors, we created a vibrant oasis of mesmerizing motion sequences and beguiling CG-animated sequences to captivate shoppers.

Our calculated use of visual elements simultaneously “waterfalling” across multiple TV displays was also an effective attention-attracting tactic that expanded our in-store visibility with elevated quality and impact.

ENGAGE

Every visual in the 80-second narrative was thoughtfully crafted to engage the senses. To evoke feelings of surprise, wonder and awe. Cinematically composed from start to finish, each scene was designed to unfold in delightful and captivating ways that would keep viewers watching to see what happened next.

CONVERT

While attracting and engaging shoppers was a key focal point of our content strategy, compelling shoppers to buy Fire TV in-store was still the primary objective.

Each CG sequence was meticulously designed to robustly demo Fire TV’s technical capabilities for delivering color, clarity, contrast, and overall picture quality as optimally as possible.

Stunning sequences demonstrating Fire TV’s picture quality attributes were reinforced with personable call-to-action messaging that was consistent with Amazon’s overall brand voice.

“The PARTNER team are fabulous partners. They really went above and beyond for us, and delivered stunning, best-in-class creative that is helping set us apart from our competitors.”

Sarah Wright
Sr. Marketing Manager, Amazon Fire TV

OPTIMIZATION

Beauty in the bright lights of Best Buy.

Best Buy is brightly lit. And so is every TV display. Since our films would be embedded in the software of Fire TV displays ahead of shipping, we needed to test them under similar in-store conditions—recreating the harsh light and “vivid mode” settings that floor managers often use at Best Buy. This exercise let us preview our visuals exactly as real-world store shoppers would see them. And ensured everything from color grading to finishing and encoding was optimized for maximum quality before battle under the bright lights of the big box retailer.

Services
Color Correction
Finishing
Encoding Optimization
Testing

COLLABORATION

Making fire with friends.

Creating 80-second CG films with this many components and complexities—from the always-in-motion visual storytelling, to the tricky waterfall display techniques, to integration with the Fire TV and Amazon branding—required a communicative and highly-collaborative approach between all involved. For this project, that included Amazon’s internal marketing, engineering and creative teams; the brand’s creative marketing partner, World Famous; and the stellar CG design & animation support we enjoyed from Fluent Studios.

Partners
Fluent Studios
World Famous
Amazon Marketing

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