The Client

Amazon is the largest internet-based retailer in the world.

They started as an online bookstore, later diversifying to sell DVDs, Blu-rays, CDs, video, MP3, audiobook, software, video games, electronics, apparel, furniture, food, toys and jewellery.

Amazon have big plans for the student market, so much so they developed a new product specifically for students, fittingly named, Amazon Student.

What We Did

Following the success of two previous on campus student campaigns for Student Deals Week and Black Friday, Amazon wanted to find new ways of attracting young adults to their service outside of the university student market.

We advised that the Amazon Student programme was opened up to apprentices given the UK governments targets for the apprentice market to eclipse the student market by 2020.

… and Hey Presto! It was done.

We were then targeted to find a way to effectively sign apprentices up to the service.

It was decided to have a big presence at “The Skills Show” – the UK’s largest apprenticeship fair.

Staying true to the brand we used Kindle Fire tablets to sign apprentices up to the service there and then.

Of course, no one can say no to popcorn after spending the day at a long event, so we provided each and every apprentice that signed up with a free amazon student branded cup of popcorn.

Why It Rocked!

80,000 – apprentices and young adults in attendance

9,000 – branded cups of popcorn distributed

9,000 – £10 incentive plastic cards distributed