SHIFTING PERCEPTIONS ACROSS
THREE EUROPEAN MARKETS

Like many global brands, Amazon has run into local challenges as it has launched into different markets.
In France, Spain and Italy, the brand arrived late, and consequently came off as an American interloper versus established local brands.
Amazon's vast range was also seen as a negative by consumers in these markets, making it feel like it a 'Cheap bazaar' rather than a helpful partner.

To address these local barriers, we decided to reveal the true stories of some local Amazon customers.
Working with local TBWA planners, we trawled through thousands of reviews on amazon.it, amazon.es and amazon.fr,
uncovering powerful examples of how the right product from Amazon had made a huge difference to someone from that country.
We worked with local copywriters to turn these into scripts, and then shot 6 different films in a pan-European production.

Each film opened with the words 'A real Amazon review'. Then that review was read out, word for word, over the action.
We showed how a French mum had been able to give her daughter confidence in her craft lessons by finding her left-handed scissors on Amazon.
We told the story of an Italian pensioner who was wowing the ladies at his local market with a new shopping trolley.
And we revealed how a Spanish Dad had been able to reconnect to his son through their shared experience of skateboarding.

This single-template, multi-market approach allowed us generate authentic, locally relevant work, at scale,
making Amazon feel less like an American giant and more like a local partner.

A selection of the final films are below. We’ve added one with English subtitles in case helpful!