Amazon.co.uk, the online retailer whose share value plummeted 20
per cent this week, is launching a pounds 2.2 million television
campaign to persuade consumers that its service is fast and
convenient.
The campaign, by HHCL & Partners, introduces the line ’it’s really easy
to get what you want fast’ to address consumer concerns about delivery
problems for items bought via the web. Reassurance of efficiency is
provided by showing a Royal Mail van arriving with a delivery.
Set in a remote Scottish glen, the ad features a canny Scots grandfather
and his slightly confused grandson. As he receives an Amazon delivery,
the grandfather hands out some tips on how to run an e-business. He
tells his grandson that unless he follows Amazon’s example, he’ll never
be an internet millionaire.
Tom Allchurch, the marketing director of Amazon.co.uk, said: ’More and
more people in the UK are doing their shopping on the net. This campaign
tells our customers that Amazon.co.uk can be trusted to deliver whatever
they want, as quickly as possible.’
Crispin Jameson, a partner at HHCL, said: ’We wanted to differentiate
Amazon.co.uk from the competition by bridging the gap between the
benefits of the internet and Amazon.co.uk’s ability to deliver to the
real world of consumer homes.’
The campaign was written by Rob Clayman, art directed by Stuart Farquhar
and directed by Martin Canellakis through Hungry Man. Media planning and
buying is through Total Media.
.jpg)
.jpeg)
