We launched the first Latin-Iberia Amazon Music (AM) Integrated Marketing Campaign (on 09/18/24 Mexico and on10/14/24 in Brazil), celebrating the influential regional music (Música Mexicana/Sertanejo), with the goal of further establishing AM as a unique brand that connects fans to who and what they love. In Mexico and Brazil, the focus of the campaign was Prime Members, while in the US, it was Latin Music listeners 18-35. As part of this initiative, AM rolled out a range of exciting content, including brand-new AM Originals songs (Eden Muñoz (Piensa en Mi) and Xavi (Invéntame), a two-part documentary exploring the evolution of Música Mexicana, and an exclusive live-streamed concert (live from Tijuana/MX). The brand campaign showed the collective power of music in connecting fans, with AM's essential role as the enabler of these meaningful connections. With the concept [Music Connects Us], AM celebrated how music brings fans together, even when they're physically apart. Music brings us closer to our roots, our people, and where we belong.
On the first brand film, 'Road', we see a girl driving alone on a deserted road. She gives a voice command to the AM app to play either the GenMex (MX/US) or Balada Sertaneja (BR) playlist. Suddenly, her car is no longer empty - a group of friends appears squeezed together, keeping each other company and singing along. We see other cars and their passengers happily driving in the same direction, bonding with the girl and her friends. The camera pulls back to reveal more cars appearing in a convoy. They look like a huge fan club all heading to the same place. The ad concludes with the message [Music Connect Us], followed by AM app logo and the message (Included with Amazon Prime, MX/BR) or (Get the App, US). Links: Eden Muñoz's song for MX / US | Xavi's song for MX / US | Soundtrack BR
On the second film, 'Party', we see a guy relaxes alone in his living room and opens the AM app to play either the GenMex (MX/US) or Balada Sertaneja (BR) playlist. When the music starts, his living room magically transforms into a packed party venue, filled with friends and fans all vibing to the same music. As more people continue to arrive, the intimate space becomes a bustling dance floor. Suddenly, he sees a message on his phone and all people disappear. A phone notification shows that Amazon Music Live (AML) is about to start and, with a knowing smile, he presses play. AML appears on the TV screen while the crowd magically reappears, resuming the party. The ad concludes with the message [Music Connect Us], followed by AM app logo and the message (Included with Amazon Prime, MX/BR) or (Get the App, US). Links: Eden Muñoz's song for MX / US | Xavi's song for MX / US | Soundtrack BR
On Social, we used a social-first approach to produce three social films. My Favorite Song, which opens with a viral trend-style caption: [My favorite song on Amazon Music: A" Me]. The second film, AM Party Photo Dump, opens with a viral trend-style caption: "A party with Amazon Music". And the third fillm, Live concert at home, we used the viral trend-style caption: "11:59 pm." As the music starts, he begins dancing alone, holding his phone. Links: My Favorite Song: Eden Muñoz's song MX, Xavi's song (MX) and BR. Concert at home: Eden Muñoz's song (MX), Xavi's AMO - MX / BR. AM Party Photo Dump: Eden Muñoz AMO - MX / US, Xavi AMO - MX / US, BR.
Accross the three markets, 280 different versions of the films, including varations of length (30/15/06-second) and format (16x9, 9x16 and 1x1) were cut.
Measured by Ipsos Brand Lift Study, the campaign drove Upper Funnel impact in the markets. In MX, there were significant lifts among Prime Members, as on AM Unaided Awareness (+400bps), Familiarity (+500bps), Intent to Listen (+400bps), and Intent to Subscribe (+500bps). The campaign also generated significant lifts in brand perception metrics, including Cultural Relevance (+600bps) and Content (+400bps). In BR, the campaign generated +200bps significant lifts on Top-of-Mind, while in the US, there were significant lifts on 18-24 Aided Awareness (+400bps) and +200bps among Audio Streamers, the same result on the fandom metric (AM understands what it feels like to be a fan).
The same study demonstrated positive reviews for the 'Road' film. The ad's visual execution received strong praise for its high-quality imagery, attractive color palette, and thoughtful photography, while featuring shared experiences and community building. This creative approach effectively communicated both practical benefits and emotional connections, evoking feelings of tranquility, nostalgia, and trust in the brand.
For the 'Party' film, AM was perceived as a comprehensive music platform that successfully balances functionality with emotional appeal. The ad effectively showcased different attributes (voice command, Amazon Music Live) through high-quality production elements, including appealing visuals, carefully selected music, and vibrant color schemes that spark viewer curiosity. The platform's dual strength lies in its practical features (ease of use, accessibility, variety) and its emotional benefits (joy, social connection, entertainment), all conveyed through engaging storytelling that highlights AM's role as the facilitator of shared experiences among fans.
