Mastercard and OSN+ break the rules of traditional retail advertising with Amazon Ads
Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travellers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard's travel experiences, and deepen the brand's lifestyle appeal.
Mastercard launched a two-phase campaign across key locales in the Middle East, that turned Amazon into a destination for travel inspiration. In Phase One, a summer-long custom landing page on Amazon.ae showcased culinary and travel offers, supported by a full-funnel campaign that included Amazon DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on Amazon.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard's custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn't sell physical products on Amazon, the team innovated by adapting Amazon's native product selector to link potential travellers directly to Mastercard's website.
This seamless journey, from discovery on Amazon to purchase on Mastercard's website, allowed new and returning users to explore and book experiences. Click here to discover the full campaign results.
When OSN+, a streaming service in the MENA region, set out to launch the second season of HBO's House of the Dragon (HOTD), it wanted something that went above and beyond a typical media plan. Before the series premiered, OSN+ and Amazon Ads orchestrated a series of teasers designed to stoke anticipation. In the Kingdom of Saudi Arabia, over 350,000 specially designed Amazon delivery boxes were produced, with the aim of transforming routine deliveries into delightful doorstep moments. Each box bore striking imagery from HOTD and included a QR code that drove customers to the OSN+ Brand Store on Amazon.sa.
Wondering what the custom Amazon boxes looked like? Click here to find out.
Moreover, OSN+ transformed Amazon.sa into an immersive House of the Dragon battlefield, where visitors chose between Team Black and Team Green through an interactive Brand Store experience allowing fans to explore exclusive trailers and character histories through a tailored experience that revealed the secrets and rivalries of their chosen house. This dual-path content journey helped visitors delve deeper into each house's story, further increasing engagement on the page while creating a natural journey to the OSN+ website, where viewers could subscribe to watch the new season of HOTD.
During the launch day, the campaign utilised the homepage takeover, draping the website in black or green, piquing curiosity among Amazon shoppers who might not have been die-hard fans of the show, and tapped into Twitch, with a hero headline on the service's homepage and a First Impression Takeover, where viewers would see an OSN+ pop-up during their first Twitch broadcast of the day. Click here to learn more about the impact and results the campaign drove.
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