We wanted people to relate to the different elements of the campaign. The elements that were zeroed down upon were: Peacock as it is associated with monsoon, auto rickshaw which is a part of people’s everyday lives, scooter as it denotes delivery and so on. Using these elements as origami concepts, we created highly attractive campaigns throughout Bengaluru covering Metro stations,airport, malls, IT parks, malls, etc.
While doing so, we maintained an element of surprise. Amazon Prime Day was not brought into picture during the first two days. It was a perfect teaser campaign that created curiosity among people. Commuters and shoppers stopped by and took selfies by the huge origami replicas of autos,
peacocks, scooters, etc., that we had strategically placed. The teasers were run for 3 days.

On the 4 th day, appeared delivery boxes out of nowhere, giving the audience a slight hint of what was about to come. They were now sure that the campaign had something to do with shopping. Their curiosity further increased as they still did not know exactly what this was all about.
It was, finally, on day 7 that we unveiled the offering. We slightly nudged the people to take selfies and post them on social media with (hashtag) #AmazonPrimeDay.