Prime Video, India’s most popular video streaming service, and its long-term agency partner PivotRoots – A Havas Company collaborated to shine a spotlight on the OTT platform’s impressive content gallery by creating more than 500 hyperlocal promos using Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences.
PivotRoots amplified the reach of the campaign through Google’s comprehensive advertising tool that was deployed to conceptualize and produce over 500 custom promos across YouTube and Meta. These hyperlocal promos were tailored to the user’s location by incorporating, among other parameters, references to famous local landmarks like 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, to add a personalized touch. For instance, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.
The objective was to encourage users to indulge in the captivating world of movies and web shows that everyone is talking about. Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, Jinit Shah, Director- Media, PivotRoots, says, “Audiences are increasingly seeking personalised experiences. 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 significance of maintaining a personal connection with the audience, stating, “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.”
