WPP Opendoor, Amazon's specialized WPP team, has announced two innovative content discovery campaigns for Prime Video.
Major Campaign Innovations:
AI-Driven Emotional Recommendations: In collaboration with WOTAG, WPP Opendoor has developed a layer of emotion within Prime Video's Digital AD Ecosystem. Users who interact with the banner on major websites (via news, lifestyle, health, entertainment) can express their emotions through the camera – happy, sad, exciting, or neutral – immediately receive a curated list of films or series that are perfect for their mood at that particular moment. Each emotional choice unlocks the tailored viewing experience using direct links to content-specific pages in Prime videos.
Food and Emotion Integration with Zomato: Recognizing the essential link between food, emotion and entertainment, WPP Opendoor has partnered with Zomato, India's online food ordering and distribution platform, to highlight Prime Video's rich and diverse content library and incorporate the campaign into its customers' food ordering journey. Based on the food type ordered (Biryani, Pizza, Chaat, Dessert), Zomato users will receive curated film and series recommendations after checkout and map to emotions. For example, a dessert order may encourage recommendations for content such as “dosti wala sweet with.” Man from the familyRichet Wallasweet Panchayat And Verdon Walla Sweet Bhool Chuk Maaf.'Zomato's order confirmation screen is equipped with a Prime Video Carousel, providing one-click access to content. This unique collaboration leverages Zomato's reach and consumer behavior insights to provide highly relevant, mood-based content recommendations.
India's Deepa Jatkalleid WPP Opendor said, “In today's dynamic digital landscape, true personalization transcends data points. It's about understanding the human experience. Prime Video has had an unparalleled opportunity to innovate beyond behavioral targets and connect with your audience on a deeper emotional level. We are enhancing our entire entertainment journey by proving that engagement can be a natural outcome when media strategies are truly empathetic.”
The campaign addresses the key streaming goals of content overload and selection paralysis. Instead of relying on traditional recommendations, WPP Opendoor aims to create emotionally intelligent journeys, rooted in insights where people choose what they see based on their feelings. It is pinned to the core message of Prime Video's latest brand campaign. “All kinds of emotions…it's on Amazon Prime.” This innovation brings the entire range of human emotions to life through a dynamic digital experience. This emotional-first strategy not only strengthens user connections, but also introduces Prime Video's vast content library and helps viewers discover series and films that resonate with their mood.
