Amazon Appliances

Client Amazon & MDA advertisers | Agency Amazon Brand Innovation Lab
Role Creative Director

The brief

Help major domestic appliances (MDA) brands boost their brand awareness and purchase consideration in a crowded EU market. We had three big challenges to solve:

  1. Overcome customer concerns about ordering big kitchen and bathroom appliances online by letting them know about Amazon’s delivery, installation and removal services.

  2. Do this in a TVC-standard video format that would be scalable for Amazon Ads yet custom for every brand, product and EU market in the MDA category...

  3. ...while meeting Amazon’s high creative bar so the videos could be broadcast on Prime Video.

We launched an Amazon sub-brand identity for the MDA category - Appliances - with an emotive long-term brand platform, Life Made Simple. This let us simplify the complicated messaging around Amazon’s delivery, installation and removal services and deliver it consistently across all assets.

Then, for 2025, we developed a campaign rooted in emotional storytelling. This gave every iteration of the ad its conceptual framework, allowing us to zoom in on exactly how a featured product makes customers lives better in small but significant ways.

The biggest challenge was making the videos truly scalable. We created a design system that would let us deliver a custom ad for every brand and product - breaking down the creative into layers (everything from room layouts and kitchen designs to talent and VO reads).

The end result is a massively customisable video toolkit that gives advertisers 15,000 potential combinations to choose from, each one generating a broadcast standard spot. Best of all, by designing the system to be user-friendly, we’ve been able to concept, sell, deliver and off-board production from BIL to CCM in just five months.

The response

My role

Taking the campaign from business brief to scalable Amazon Ads product.

Creative directing all aspects of the campaign, including brand mark, messaging, toolkit elements, TVCs and DSPs.

Managing delivery of the TVCs with award-winning motion and VFX agency Where Giants Roam.

Collaborating with SVP-level partners in Amazon Retail and Ads orgs to drive adoption of the programme, and to brief Sales teams on the new ad product.

Deploying the programme across EMEA.

Scaling the programme to other category verticals, developing a sustainable - and lucrative - business pipeline.

The results

23 videos for 8 brands (Samsung, Bosch, AEG, Bauknecht, Whirlpool, Siemens, Midea, Comfee) in 4 markets over 5 months.

$16m revenue booked & pipeline YTD.

BIL established the creative approach, production process and SOPs, and within 5 months transitioned the programme delivery to LCS and CCMs.

Appliances sub-brand launched, with interest in integrating into the full Amazon brand brand family.

High degree of interest from Retail and LCS in scaling the programme to other large-item categories, such as TVs.

Voice of customer

“I am really impressed with this and thank you deeply for the strong partnership. The ads are performing superbly and are already indicating that they’ll lead to long term success for our clients (and us).”
Phil Schilling, Head of Hardlines, Ads LCS