spring 2025
in association with loyola Marymount university m-school.
Effie partnered with Amazon for the Effie Collegiate program, giving marketing students across the U.S. the chance to create integrated, multi-channel campaigns aimed at Gen-Z that highlight the everyday value of Prime. Modeled after the prestigious Effie Awards, the program allowed students to apply academic knowledge to real-world challenges, gain hands-on experience, and network with industry leaders.
the brief
Objective: Convince Gen Z to See Prime as an indispensable, multi-benefit membership that enhances their passions and motivates them to get their own subscription.
problem: many gen z consumers rely on their parents’ prime accounts, limiting personalization and privacy, and don’t yet view prime as worth paying for themselves amid competing subscription options.
target audience: Gen z adults aged 18-24 who juggle multiple memberships on a budget, seek personalized experiences, and want to dive deeper into their unique interests and passions.
The Campaign
“prime together”
Challenge: Gen z sees prime as transaction, not a social experience, making it easy to stay on their parents’ account.
insight: as digital natives, gen z is more connected than ever through social media, yet they consider themselves the loneliest generation.
strategic idea/build: make prime the place gen z connects with each other and prime.
creatives
As part of the entry, this 4 minute reel explains our entire campaign, “Prime Together”.
Prime together flea market
In-person pop-up activation that brings prime’s shopping power into the real world, supporting small businesses and creating community.
Amazon Alexa Activation
Digital touchscreen boards showcasing the full range of Alexa’s abilities as a digital assistant making life as a young adult easier, smarter, and more connected.
prime x pinterest partnership
this partnership will build a brand new curated shopping experience that merges Pinterest’s aesthetic with amazon’s seamless purchasing power.
Advertisements
To promote flea market, Alexa digital boards, and pinterest partnership, we’ll launch eye-catching ads across OOH, web, and paid social. billboards, amazon trucks and digital displays will be placed in targeted gen z areas.
the Team
Nathan Martinez - creative/strategy/video reel editor
Isabella Yesin - Strategy/form
Riley Watters - creative/graphic design
Iycis Smith - creative/copy
recognition
strongest elements feedback from the Effie Collegiate Jury:
“Insights, strategy, executions and measurement methodology are strong and smart!”
“Keying in on the reality that Amazon can’t overcome that brand love hurdle was smart. And leaning in on the understanding that Gen Z loves apps and brands that offer personalization and authenticity is spot on.”
“I think there is something really bold here re: trying to make the Amazon experience more social/connected/engaging. Nice work swinging big!”
“Encouraging in-person interaction with other people and local businesses is disruptive for Amazon and could soften how Gen Z feels about them.”
“The flea market branding is also disruptive for Amazon. It breaks the corporate feel, making it feel more human and approachable.”
“Reframing Amazon from a transactional service/utility to a service that brings people together is interesting and worth pursuing.”
“Great insight and leveraging existing platforms to bring Amazon out of the e-com mega corp and into Gen Z’s daily life.”
“I really like how this submission played into Gen Z’s disinterest in corporations and desire for more connection to the brands they support.”
“Interesting ways to bring the idea to life in comms that made the theme of connection more interesting.”
“Love the Amazon Alexa idea and Pinterest idea.”
“Case study video is great!”