2.
Table Of
Contents
The Organization
Communication Objectives
Situational Analysis
SWOT & Industry Analysis
Target Audience
Examples of Targets
Positioning
Creative Concepts
Print
Online & TV
Out Of Home
Media Selections
Media Mix
Media Consumption
Promotional Support
Budget
Ethical Implications
Campaign Effectiveness
Take Away
Appendix
3. THE ORGANIZATION
Amazon.com, Inc. is the most popular electronic commerce company in the United States and was founded
by an entrepreneur named Jeff Bezos in 1994. It began as an online bookstore and it soon diversified to sell
a number of other products.Today, consumers are able to find a wide variety of products on Amazon
including DVDs, video games, apparel, furniture, food, and jewelry. In addition, the company creates its
own line of consumer electronics such as the Amazon Kindle, the Kindle Fire Tablet, and the Fire Phone.
COMMUNCATION OBJECTIVES
The leading objectives for our campaign for Amazon Fire are:
• Generate awareness of Amazon Fire to target audience
• Reposition the Amazon Fire as a convenient and the new must-have phone to live more efficiently
• Increase sales by 150% within 6 months of the campaign
SITUATIONAL ANALYSIS
The Amazon Fire is more than a smartphone. Today, society puts an emphasis on working hard. The Amazon
Fire supports working hard, and encourages working smart. Amazon, the brand rooted in convenience, is
the parent company to the Amazon Fire Phone. The cutting edge technologies associated with the Fire
Phone coincide with the convenience that Amazon already provides through its web-based platform.The
Fire Phone has unique features such as Firefly Technology, which allows users to easily identify and save
email addresses, phone numbers, bar codes, and more.The dynamic perspective enhances user experience
by giving a 3D outlook when using the phone and adapts to your every movement.
The market for smartphones is a competitive one, but there is no competition when it comes to products
that enable users to save time by working more efficiently, and thus living smarter. Because the market is
not new and , there is an opportunity for less known brands to arise.Though big-name brands like Apple
iPhone and Samsung Galaxy have strong brand loyalty,Amazon has its own following and once consumers
give Amazon Fire a chance, loyalty will be sure to follow. Apple and Samsung have dominated over the past
decade, but smaller companies with innovative ideas have an opportunity to establish themselves. Instead
of resting on its laurels,Amazon is bringing a phone with the technology needed to bring a level of
convenience that the market hasn’t seen. Amazon remains true to its easy and time saving strategies, while
including other aspects consumers look for in a smartphone—space, efficiency, battery life.Without having
to use up storage space on a phone or take the time to download apps,Amazon Fire users have convenience
built into their smartphones and again have more time and the space on their devices to do with what they
please.
4. Current Promotional Tactics
Currently,Amazon is promoting the Amazon Fire by giving consumers a full year of Amazon Prime benefits,
as well as feature updates for the Amazon Fire. These feature updates include enhancements to battery life,
task sharing, video sharing, and more. Amazon has been sending their packages with tape promoting the
Amazon Fire. Advertisements for the Amazon Fire have included some commercials and banner ads online.
SWOT & Industry Analysis
Strengths Weaknesses
-Amazon is the parent brand to Amazon Fire
-The ease of relying on Amazon to bring convenient
shopping at the touch of a screen without the
hassle of finding the right app
-Firefly Technology allows users to easily identify
useful words and digits in the phone, (email
addresses, bar codes, phone numbers, plus 100
million items)
-Dynamic perspective senses users hold and touch
the Amazon Fire to respond with tilts, auto-scrolling,
and the ability to navigate menus and access
shortcuts with one hand
-The Amazon Fire feels cheesy and cheap
-Not viewed as unique when compared to other
smartphones
-People aren’t aware Amazon creates phones,
(phones are not Amazon’s niche)
-high price
-largest of the smartphones in its price range
-Android has a broader range of apps available to
users
-Other smartphones can access the Amazon store
-Around same price as Samsung Galaxy S5 and
iPhone 5S
-Price is high compared to other tech products
Amazon sells on website
-Exclusive partnership with AT&T
-No retail stores available
Opportunities Threats
-The target market/demographic is very busy
-There is a growing interest in technology
companies that are not Apple
-There is a large opportunity to utilize the Amazon
community
-Firefly technology is an untapped market
-Smartphone market is very competitive and well
established
-The Amazon Fire does not appeal to emerging
audience-- teens
-Hard to keep up with fast-paced technological
advancements made by other big smartphone
companies
5. Target Audience
Age: 36-49 (Born between 1965-1978)
Gender: Male and female
Race: All races
Marital Status: Both single and married
Income: $40,000-$100,000 per year
Education: College Graduate
Occupation: Working professional
Number of Children: 1+
• Likely to listen to Alternative Rock, 70’s & 80’ Rock
• Enjoys thrilling activities like bungee jumping and white-water rafting
• Dedicated to establishing a work/life balance
• Has a diverse group of friends
• Homeownership is an important goal
• Likely came from divorced but successful parents
• Skeptical and cynical toward advertisements
• Highly family-oriented and greatly values time spent with their children
• Supports their kids in all extracurricular activities/sports
• Favorite brands include Google, Nokia, Sony, and BMW
• Willing to test the waters with new/different brand than they are used to
• Some well-known Gen.X’ers are Tiger Woods and Lance Armstrong
6. Examples of Targets
POSITIONING
As a result of the above research of the current situation, as well as consideration of our target audience, the
following positioning statement has been crafted to embody our communication strategy and provide
oversight for the rest of the Amazon Fire campaign.
Positioning Statement
Amazon Fire is the most convenient and efficient smartphone that connects you to a full sweep of Amazon
products to make the best use of your time and facilitate smarter living.
Claire is a 38-year-old mom of twin 10 year old boys whom she adores. She
works as the Advertising and Promotions Asst. Manager for Southwest
Airlines in Chicago, Illinois.While Claire enjoys the laid-back, fun
atmosphere of the Southwest workplace, what she loves most is spending
time with her family. She recently returned from a weekend-long camping
trip in Colorado where she went white-water rafting with her husband and
two boys. Claire loves to cook and has a huge book of recipes. Occasionally,
however, she leaves the cooking to her husband so she can enjoy a night out
with her girlfriends.After putting the boys to sleep, she often pours herself a
glass of wine and reads Home Decor, Travel or Food & Wine.
44-year-old Derek is a Graphic Design Artist for Brand New Media, a small
entertainment firm in Los Angeles, CA. Every morning before work he
enjoys a nice big cup of coffee while reading the local newspaper. He drives
a BMW and listens to Alternative Rock. Some of his favorite bands include
Nirvana, Led Zeppelin, and Black Sabbath. Derek recently purchased his
first home in Thousand Oaks, CA where he lives with his wife and 16-year-
old daughter. His daughter plays high-school soccer, and you can count on
him being at every game. Occasionally on Saturdays, if it doesn’t conflict
with his daughter’s soccer schedule, he will play a game of golf with his
buddies.
7. CREATIVE CONCEPTS
Color Scheme & Tone
Keeping in tone with Amazon’s current color scheme,Amazon Fire will be incorporating shades of red and
yellow along with Amazon’s current black, grey and orange.
The warm tones are easy on the eyes and convey a relaxed feeling that resonates with the intended target
audience.
Logo
The Amazon Fire Phone logo was reworked in order to incorporate the word “Amazon”, the Amazon smile
and our tagline, Live Smart. “Amazon” and the Amazon smile were put in the logo so that consumers could
easily identify the phone as part of the already successful and reliable Amazon brand. Our tagline was
integrated in an attempt for consumers to remember our product through repetitiveness.
8. Print
Amazon Fire print ads will put forth the message that our phone is easy, efficient and it will give you back
lost time. Print media examples include: Time Magazine, Food & Wine,Travel,The New York Times,The Los
Angeles Times and other local newspapers.
Magazines
Newspapers
9. Online & TV
Banner ads will be put on select websites, commercial will air on both on TV and video watching sites, email
will be sent to current Amazon.com members.
Websites
10. Story Board
Our ad will run as a TV commercial spot, and an ad for online video watching like Hulu.
Philslowlylooksup,withalargegrinon
hisface.
SFX:(vibrating,dingingcontinues)
Phil:IcanorderoffofmineAND
Claire’sAmazonFirephonesatthe
sametimesinceitsfeaturescandetect
mymovements.
Cuttoshotoflogo;yellowsmilearrow
drawnasVOstarts.
VO1:AmazonFire.LiveSmart
PhilVO:Yes!(afterVO1ends)
SFX:(vibrating,dinging)
SFX:(vibrating,dingingcontinues,
doorbellrings)
ZoominonPhil’sface.
Philwhispers:Thatmustbethe
Alpaca.
Cuttoshotoffrontdoor.
VO:IntroducingtheAmazonFire.
Convenienceatthetapofascreen.
SFX:(ModernFamilyopeningcredits
songplays)
SFX:(vibrating,dingingcontinues)
Phil:Imightneverleavemyhouse
again.I’mthinkingaboutstartinga
pettingzoointhebackyard.
Fadein:Philfranticallytappingontwo
AmazonFires,oneinhisrighthand,one
inhisleft.
SFX:(vibrating,phonedings)
14. Media Strategies
Amazon Fire Phone will be on pulsing scheduling.
We will do continuous advertising throughout the year with heavy advertising starting in September, and
through November & December.
• Heavy scheduling in the fall to encourage buying for the new professional year
• Heavy scheduling in the holiday/winter months to encourage buying for Fire Friday Event, shopping
season and gift-giving
Media Schedule
Print, OOH, and digital ads will run for a total of 6 months. Print ads will run monthly in each magazine, and
weekly in each newspaper. Our Out-of-home ads will continuously be displayed over the 6 months, and our
digital banners and commercial will be present online on various websites.
A 30-second spot starring Modern Family’s Phil Dunphy will be running put on Gen X’s favorite websites,
like The New York Times online and Los Angeles Times online, and will be broadcasted on ABC, CBS and NBC
for 3 months leading up to the Holiday season.
The ad will run on Dayparts most watched by Gen X, prime-time and late news, and during popular
programs respective to each channel.
ABC - programs such as:
• Dancing With the Stars
• Modern Family
• Scandal
• Grey’s Anatomy
CBS:
• The Big Bang Theory
• NCIS
• Criminal Minds
• CSI: Crime Scene Investigation
NBC:
• Sunday Night Football
• The Blacklist
• The Voice
15. PROMOTIONAL SUPPORT
Sales Promotions
Amazon Fire will be subjected to a re-launch which will involve relabelling two Fridays during the year
(typically towards the beginning of gift-giving season) with the name “Fire Friday”.The concept of “Fire
Friday” will allow consumers who purchased the Amazon Fire, to receive a 25% off code redeemable on Fire
Friday on all products attached to the Amazon Label, hopefully creating an Amazon Fire “Frenzy”.
In addition to this, we will be providing barcodes on inserts in the package of purchased Amazon products
that give sales promotions on Amazon Fire products (apps, movies, songs, etc.) and products for the phone
such as protective cases, to incentivize consumers into purchasing the Amazon Fire Phone.
Amazon will also have a rewards based system which gives points every time a consumer use their Fire
phone to purchase items on Amazon.com. The point they earn will be entitled to discounts, freebies and
will also go into a drawing for a “once in lifetime Amazon Fire Holiday experience.”
Celebrity Endorsements
Amazon Fire will be partnering with ABC’s Modern Family, particularly the character Phil Dunphy to create a
30 second commercial. Actor Ty Burrell will be staring in the commercial as the beloved Phil Dunphy, a
member of Gen X, a real estate agent and a father of 3 children, the perfect character for our target
audience.The use of a fictional TV show character, instead of a celebrity acting as themselves, will diminish
or eliminate the negative feelings that often come with celebrity endorsements.The consumer will not feel
like they being fed lines by a supposedly “influential” person.
On the ad, the product will be strategically used by Phil to show how the phone works and how convenient
it is to use in relation to the entire Amazon platform.
For Celebrity Endorsements, the Amazon Fire will enlist in Ellen DeGeneres to advertise/market our product
to increase coverage and knowledge amongst the target audience. Ellen, a well liked, strong, independent
individual was chosen because her demanding lifestyle is reflective of that of our target audience’s. She is
challenged daily to find a balance between the chaos of being famous and finding time for herself.Alike,
Generation X is challenged to find a balance between their professional lives and their family lives.These
are all issues that can be easily mitigated with products rooted in convenience.We aim to use Ellen’s
abilities as a talk show host to help recreate the image of Amazon Fire and promote the “Fire Friday”
campaign.
16. Public Relations
In order to establish Amazon Fire to be a product of convenience and loyal brand, we plan to thank our
consumers by giving back to communities around America through a “technology upgrade” competition
run annually in which, 10 schools or community centers around the Nation will win a technology upgrade
where Amazon will provide new Amazon Fire phones along with accompanying Amazon products to
communities that are in need.This will aim to help improve relations with our current consumers as well as
ensure potential consumers choose us over competitors as they see us as a company that gives back to the
community.
In addition to this,Amazon will put out a press release to promote the launch campaign of “Fire Friday”, the
annual “technology upgrade” competition and the endorsements of people who promote our product.
Alongside this, a company fact sheet and product overview will also be provided to ensure the target
audience understand every aspect of the new and improved Amazon Fire Smartphone.
BUDGET
The budget breakdown for Amazon Fire consists of the out of home advertisements, print spending,
production, broadcast, celebrity endorsement, digital and research costs.The portion of the budget that is
allocated to advertising was carefully chosen to leverage the various mediums that fit the psychographic
and demographic qualities of the indicated target audience.The remainder of the budget costs are
dedicated to resources such as the tracking studies that help measure the effectiveness of our campaign.
17. Throughout the campaign, we plan on creating a strong out of home advertising presence in four major
cities in the US.These advertisements will be seen on highway billboards, on the side of busses, and top of
taxis in Los Angeles, Chicago, Houston, and New York to spread awareness for 6 months.Along with this,
print advertising will be heavily used to reach out to the target audience.This includes direct mail pieces in
all Amazon shipments that are purchased by consumers between the ages of 36-49 years old to directly
publicize the smartphone product to all current Amazon users in the targeted age range. In addition, we
will place advertisement pieces in magazines and newspapers.The advertisements will run in Time
Magazine,Travel +Leisure, and Food & Wine monthly for each respective magazine during a period of 6
months.This advertisement will also be placed in four different newspaper channels, Los Angeles Times,
New York Times, Houston Times, and Chicago-Sun Times, once a week throughout the duration of our
campaign.
Furthermore, we plan to advertise through digital means including television and online banners.We will
have a 30 second spot commercials running for 6 months on NBC, CBS, and ABC to capture the target
audience. Part of our digital budget will be put towards The Ellen DeGeneres Show.We will send 500
Amazon Fire phones to sponsor one episode of the Ellen DeGeneres show. On top of bringing publicity to
those in the audience and the millions of viewers watching the show, we hope to also gain coverage on
social media sites by those who write about the show.
For online advertising will we put banners on search-engines like Google,AOL,YAHOO & Bing, on social
media outlets like Facebook and LinedIn and finally, news websites like The New York Times online, and Los
Angeles Times online.
Lastly, to measure the effectiveness of our campaign, we have allocated a portion of our budget to tracking
studies in order to gage the performance of each advertising outlet we have in place.
18. ETHICAL IMPLICATIONS
In order to successfully advertise this product, we must ensure that we follow the ethical aspects of
advertising.These aspects include truth in advertising, advertising to children and advertising controversial
products. In relation to the Amazon Fire, our only major focus/concern would be on truth in advertising as
our target audience are not children and we are not advertising a controversial product.
Truth in advertising is of great importance as it is what ensures the consumer remains loyal to our brand
and protects the company from any backlash from providing a deceptive and/or misleading message.We
have formulated our ad campaign to depict our main message of “convenience” about the Amazon Fire
based on research into the product, what is perceived to be the need of the target audience, its best feature
through having the association with Amazon.com and what is considered true about this phone. It is
important to identify the strengths and truth about the phone through competitive analysis to properly
convey an honest, positive claim that will resonate with the identified target audience of the Amazon Fire.
MEASURING CAMPAIGN EFFECTIVENESS
To measure the Amazon Fire’s advertising campaign, we will implement the research methodology of a
Tracking Study,Association Test and Recall Tests which will be the main providers of the data gathered to
measure the overall effectiveness of the campaign and whether we accomplished our main objectives.
Firstly, to begin this study we must conduct research 3 months prior to the relaunching of the Amazon Fire
to measure two main objectives:
The current knowledge and awareness of the Amazon Fire amongst our target audience
The current perception and attitude of the Amazon Fire smartphone amongst our target audience
In regards to the first objective, it is accurate to say that the current knowledge and awareness of Amazon
Fire is minimal due to lack of current promotional advertising and the poor sales of this smartphone.
However, in regards to the second objective, we must carry out a series of association tests through a simple
and straightforward survey to determine the current target’s perception and attitude towards the Amazon
brand label.
Our first Association test will be employed in April that will include the researchers handing out current
advertising to the survey participants from Amazon and two other companies that are presented to the
target audience such as Apple and Samsung.
After going over the advertisements, the participants will fill in three surveys which will each ask questions
such as “How did this advertisements makes you feel about this particular Smartphone?”, “Do these
advertisements make you want to buy this particular Smartphone?” and “ Do these advertisements spark
intrigue or curiosity about this smartphone and its capabilities?”.We will then compile results to measure
where the Amazon Fire’s current advertising campaign stands against its major competitors.
19. Once Amazon Fire’s new advertising campaign has been relaunched, we will conduct a new series of tests in
August through to November where the survey participants will be shown the new format of the
advertisements from Amazon and the other companies. Once they have gone over this, the participants will
be asked the same questions to test the above objectives to determine whether the Amazon Fire’s
advertising campaign has improved against its competitors.This will be a pivotal period in time as it will
determine how effective the Amazon Fire’s new and improved campaign has been and the target audience’s
first impression of this campaign.
After the above association tests have been performed we will introduce recall testing where we show a
group of participants that are reflective of our target audience our product, its logo and the advertisements
circulating and then a few months later recall them to see if they have been able to remember our
advertisements, logo and product unaided.This will help us establish whether our advertising resonates
with the target audience enough to be remembered.
Finally, our last round of testing will be six months after the launch in August, to measure the full extent of
our outreach to the target audience, the overall effectiveness of our advertising campaign, and if our
objectives in relaunching this product have been successfully met.After compiling all the results, this can be
used towards future campaigns to ensure they successfully advertise to the correct audience, improve from
our mistakes and maintain the advertising standard that has been set from our relaunch.
TAKE AWAY
Within six months, the Amazon Fire will have successfully been relaunched as a convenient necessity that
every smartphone user should consider in order to live more efficiently.Through our clearly executed
advertising campaign, our goal of increasing sales of the Amazon Fire by 150% will be reached and the
perception of this product improved.Additionally, the Amazon Fire will be recognizable not only amongst
the target audience but also by the competitors as it is now taking advantage of the opportunities presented
in the smartphone market, being a legitimate option for technology consumers.The Amazon Fire will also
have stronger loyalty amongst consumers, by ensuring that they give back to them through the reward
point systems and community involvement through annual competitions.This smartphone is a unique,
convenient and efficient product that will ensure consumers experience fuller life and enable them to Live
Smart.
