New Year’s Resolutions,
New York Style
To sustain growth and delivery speeds, Amazon created a truly unique program designed to help entrepreneurs start their own logistics business and share the task of delivery. While most advertising asks you to spend money, this campaign asks you to invest in your future and become a Delivery Service Partner (DSP) with Amazon’s backing. For this campaign, we were asked to help recruit DSP owners in one of the most advertising-saturated places in the country – New York City.
We developed a campaign that used bold headlines and streamlined layouts to challenge New Yorkers to make a change that would last longer than a New York minute. Our core idea was rooted in transforming the short-lived commitment of a New Year’s resolution to one worthy of the Big Apple’s reputation.
Unboxing a brand new look and feel
Our takeover of Penn Station, the World Trade Center, and Grand Central Station boosted website traffic and DSP owner applications, leading Amazon to tap us for a complete rebrand of the business arm.
