Amazon has a long history of delivering marketing-communication programs that directly benefit the customer without spending money on traditional advertising, Bauer was brought in to assist in the rebranding and reinventing of their gift card program that would engage customers at the point of purchase as well as carry the brand at retail.
We approached the project like we would a traditional ad campaign building out “MadMen” style hand-drawn comps. We challenged our artists, copywriters and even our office administrators to conjure up stories about past birthdays, holidays and special events that would provide differing perspectives on these events. That exercise paid creative dividends as ALL of the comp designs that came back were all stand out.
The gift card rebranding project encompassed the new campaign and a packaging treatment for their existing cards. The above design shows a card carrier that was an extension of the Amazon shipping boxes that arrive on your doorstep. Extending their shipping box concept into the gift card program provided Amazon a way to extend their brand into retail space.