The ask: to get Gen Zers off of their parents’ Amazon Prime plan.
Amazon Prime
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Amazon Prime *
Ad Spec Work 2025 Effie Collegiate Competition Role: Strategist
In a world of infinite choices, Gen Z tends to overlook anything that isn’t immediately gratifying. Despite the target audience inherently knowing what they want, the sheer inability to notice has allowed valuable Prime benefits to slip by.
Problem
Gen Z is too distracted to notice that Amazon Prime actually has the benefits they care about.
Insight
Gen Z has grown up with limited attention in a world of unlimited options.
Solution
To playfully reveal how the Prime benefits Gen Z should care about have been hiding in plain sight.