Missing Elephants - Poacher Season 1

ADVERTISING - Press (Innovation In Press Advertising)

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Entry Title:	Missing Elephants - Poacher Season 1
Brand:	Amazon Prime Video
Client:	Amazon Prime Video
Entrant Company:	Amazon Seller Services Pvt. Ltd.
Description:	The Challenge : Make poaching dramatic Poacher, a fictionalized thriller about the unearthing India’s largest elephant poaching ring, was set to launch on Prime Video. How do we make a show elephant poaching as watchable as a serial killer mystery? By Highlighting the alarming number of India’s missing elephants. How do we land this fact home? The Idea: Disappear one of India’s most visible elephants As a simple but powerful means to attract attention, we got the Times of India to print their iconic 186-year old masthead without the familiar elephants in their logo The modified masthead formed part of a front page takeover which spoke about missing elephants while driving a call to action to watch the show on its launch weekend. The Results: Print layout, digital clout The immense visibility granted by the front page of TOI meant that 28 lakh readers were looking for the missing elephants that morning. (Across Mumbai, Delhi, Chennai & Kochi) But, the true power of the idea came alive when we realised that the ad was being extensively shared by that hardest-to-please and most jaded set of LinkedIn users - ad-industry veterans.
Company Credits:	Amazon Prime Video