Mars Wrigley and EssenceMediacom deliver AI and chocolate in latest campaign, via Amazon Australia
Mars Wrigley’s MARS Bar and EssenceMediacom are using artificial intelligence (AI) to reward customers for their actions, via support from Amazon Australia.
The fully integrated ‘For You Who Did That Thing You Did’ campaign analyses Amazon users’ actions on the site and identities those “Things” that it considers deserve a MARS Bar, regardless of how small the actions may feel.
At the same time, the platform provides customers with access to a bespoke AI solution that judges past Amazon-related actions, rewarding individuals with a redeemable code to receive a free MARS Bar the next time they order through Amazon’s website.
The innovative campaign is the first time Mars Wrigley has worked with Amazon Ads Australia to utilise AI at such high levels of interactivity.
“At Mars, we’re continually looking to push the fold and find innovative ways to connect with our consumers,” said Mars Wrigley’s head of brand and content for Australia, Richard Weisinger.
“Our collaboration with Amazon Australia allows us to leverage AI to unlock meaningful connections with the right audiences to bring our ‘For You Who Did That Thing You Did’ platform to life.
“Afterall, who doesn’t want a MARS® Bar to land on their doorstep as a little reward for completing that “thing” they did – regardless of how big or small!”
Weisinger added: “There are a lot of synergies between both Amazon Australia and Mars Wrigley when it comes to harnessing technology to reach new audiences, and we’re proud to have worked together on a campaign that delivers brand values and resonates with consumers on a personal level.”
When speaking on the platform, EssenceMediacom Australia and New Zealand’s chief executive officer, Pippa Berlocher, said the campaign is the direct result of the media agency’s “Breakthrough Process” – an initiative developed to maximise the innovation potential from media partner collaborations.
“We’re incredibly proud to partner with Mars on this groundbreaking campaign that pushes the boundaries of relevant marketing,” Berlocher said.
“It’s exciting to see our Breakthrough Process result in exceptional work. This is a testament to our commitment to delivering breakthrough, data-driven solutions that connect brands with consumers in meaningful ways.
“By harnessing the power of Amazon Australia’s engaged customers as well as their sophisticated AI capabilities, we’re creating a truly unique and rewarding experience for Australian audiences.”
‘For You Who Did That Thing You Did’ is playing across Amazon Australia’s ecosystem, including on delivery mailers, Prime Video, email, display ads and homepage.
It will be available in market from August 26 to October 9, 2024.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Some great work. Reward yourselves with a Mars Bar EM.
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