Giving a voice to one of the biggest music streaming services in the world.

The Challenge: Amazon as a brand has very little emotional connection with those who use its services. Despite operating as a separate entity, Amazon Music have the same reputation… which is especially important to overcome in the inherently emotive world of music.

The Idea: Position the brand as our audiences ‘best friend in music’, by showing up when and where it counts. We started from the ground up, establishing a playbook that would inform the way we behaved in each of our European markets.

Once everyone was on board with our approach it filtered through everything we did – from evergreen content like Italy’s weekly release round up, to bigger campaigns like honouring Women’s History Month.