Prime Video, the popular video streaming service, has joined forces with its agency partner, PivotRoots – A Havas Company, to introduce the hyperlocal campaign ‘Everyone’s Talking Prime.’

In collaboration, more than 500 hyperlocal promos were created using Google’s Ads Creative Studio, previously known as Director Mix, to enhance contextual user experiences.

PivotRoots aimed to amplify the campaign’s reach through Google’s advertising tool, conceptualizing and producing over 500 custom promos across YouTube and Meta.

These hyperlocal promos were personalized to the user’s location, incorporating references to local landmarks such as Juhu, Bandstand, and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad, and Sion City in Kolkata.

This approach aimed to add a personalized touch, making the content contextually relevant to the user’s geographical location. For example, a user in Mumbai’s Bandra would receive a creative referencing ‘Carter Road.’

The primary objective was to encourage users to explore the extensive collection of movies and web shows available on Prime Video that are creating buzz among audiences. Jinit Shah, Director, of Media, PivotRoots, highlighted the increasing demand for personalized experiences, stating, “We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight.”

Hetal Khalsa, Chief Creative Officer, PivotRoots, emphasized the importance of maintaining a personal connection with the audience. She stated, “Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact.”

To enhance the campaign’s reach, banner ads were strategically placed across multiple sites, with customization based on the time of day and the specific day of the week. This approach aimed to maximize the impact and engagement of the hyperlocal campaign.