Prime Video takes on Netflix with ad blitz across Southeast Asia
Prime Video has launched brand campaigns in Indonesia, the Philippines, and Thailand as it seeks to boost its market share in the region.
The campaign centers around three TVCs, each localised to their respective markets, promoting the diverse content available on the streaming platform.
The ads feature “local tour guides” Thai actor ‘Pae’ Arak Amornsupasiri, Indonesian comedian Dustin Tiffani, and YouTube content creator Mimiyuuuh, from the Philippines. While the premise for each ad is the same, each individual brought their own style to the TVC.
The ads are supported by 15-second films showcasing different content offerings such as Korean drama, anime, original local content and international content.
The campaign was created by Superson and was directed by Ray Pakpahan, with Baliprod as the production house.
Antti Toivonen, managing partner and executive creative director at Superson said catering to each market was crucial for the campaign.
“An approach that works for the Thai audience would not necessarily fly with the Filipino viewers. Being local is everything. That’s why it’s so important to work with market-specific creative directors who understand the many nuances embodied in a culture, so that our videos truly resonate with the audience.”
The campaign is the second by Prime Video since launching localised versions of its streaming platform in Southeast Asia's biggest markets. Amazon launched the localised versions in August last year in a bid to boost subscriber numbers and committed to supporting the local TV and film industries and working with local production companies.
It comes as online TV and content streaming experiences a surge in reach and attention across the entire APAC region.