D&AD
Brand. Amazon
Product. Amazon Fresh
Date. February - April 2017
TEAM. THEBLUEBALLOON: Athanasia Barakiti, Mohamed Nabha, Sneha Nemali, Soraya Petrosillo
THEBLUEBALLOON was the loudest and most stubborn team in the course (and probably in the whole Design school). We used to have a lot of "flaming discussions" during the brainstorming sessions, but, with these guys, I probably came out the most. We really wanted to win the competitions and I cannot even count how many hours we spent together trying to find solutions. Amazon was a tricky brief, but once we came up with the idea we just loved it. We really believe it could fit either with the brand and with the UK's market. So, this is it!
Amazon Fresh is new in the UK. The brief was aking us to create gorgeous content, define an identity and put the identity in action for Amazon Fresh in order for it to stand out from the big competitors in the online and offline grocery shopping scene.
Amazon fresh -the brief
challenge
With the proliferation of foodie culture in the UK, the real challenge for Amazon Fresh would be communicating the same passion for food as its audience by not making it sound like an imitation of its competitors.
Think of Amazon Fresh as your neighbour. You know, that neighbour you will always approach when your sugar is done? The reliable neighbour you quickly rush to when you want some tomatoes and onions. And, the neighbour who always introduces you to new food and new friends?
the food next door
to sum up:
The new Amazon Fresh’s website other than providing a more user-friendly interface to order groceries online, it also provides a whole new second platform where people have the chance to try a whole new experience of FOOD POOLING. Through this platform, foodies will be able to fight boredom and create a new community, host people at their own house becoming the chef of the night. They will be able to organize themed nights, try the proper Indian cuisine, Italian, French... anything the multicultural city of London provides. An interesting alternative to the traditional restaurant, where everyone participates actively in the grocery shopping thanks to the easy and fast delivery of Amazon Fresh.
the campaign
The campaign will engage our audience while they are commuting:
1. Doors would open with fresh groceries signifying the speedy delivery of the platform.
2. Once seated inside the train, a virtual cooking game will appear on the table screen.
3. The audience would be asked to complete the meal with given groceries and virtually share it with people sitting on the same table.
The plan is to use Amazon Fresh’s social media presence on Facebook, Instagram, YouTube and Twitter to drive online popularity for the platform.
