The campaign for Amazon Prime Video leverages a culturally resonant moment—the 10th anniversary of Martin Solveig’s hit "Hello"—to emphasize the platform’s exclusive access to a new, innovative sports offering: night sessions of Roland-Garros. By reimagining the iconic music video with a nocturnal twist and integrating tennis star Stan Wawrinka, the campaign symbolically bridges entertainment and sports, reinforcing Prime Video’s promise to deliver unique, premium content experiences that cannot be found elsewhere.
The strategic approach hinges on the insight that sports fans increasingly seek differentiated, immersive viewing experiences beyond traditional broadcasts. By highlighting the unprecedented scheduling of night matches on the Philippe-Chatrier court, exclusively available on Prime Video, the campaign positions the platform as a trailblazer in sports streaming in France. The creative execution revitalizes a familiar pop culture asset ("Hello") to appeal both to tennis aficionados aware of Roland-Garros traditions and younger, digitally engaged audiences familiar with Solveig’s music, leveraging nostalgia and novelty simultaneously. This dual appeal supports audience expansion and engagement by connecting on emotional and experiential levels.
Overall, the campaign’s market strategy balances exclusive content delivery with cultural relevance, using a high-profile collaboration to capture attention during a peak sporting event. It reinforces Amazon Prime Video’s value proposition as a destination for fresh, exclusive entertainment that intersects music, sport, and innovative programming formats, thereby strengthening its foothold in the competitive French media landscape.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign features Martin Solveig, a well-known DJ, reprising his role from his iconic "Hello" music video, now joined by tennis superstar Stan Wawrinka to celebrate Prime Video’s exclusive night sessions at Roland-Garros. The creative device centers on audience recognition and affinity for both celebrities: Solveig is associated with the original music video linked to tennis, and Wawrinka brings current sports relevance. The narrative’s draw comes from these specific personalities, leveraging their star power and established personas rather than a traditional story arc, direct demonstration, or parody. The campaign’s effectiveness hinges on celebrity involvement—renewing a familiar scenario to reinforce Prime Video’s offering through their charismatic presence.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Netflix – Market Positioning
Netflix positions itself as a global leader in streaming entertainment by investing heavily in original content and personalized user experience. It differentiates through a vast and diverse content library spanning multiple genres and languages, using advanced algorithms to tailor recommendations, aiming to be the go-to platform for binge-worthy series and films worldwide.
2. Disney+ – Market Positioning
Disney+ leverages its unparalleled portfolio of beloved franchises like Marvel, Star Wars, Pixar, and Disney classics to attract family-oriented and franchise-loving audiences. Its strategic angle focuses on exclusive access to premium branded content, combining nostalgia with new original productions, supported by Disney’s extensive media ecosystem.
3. Apple TV+ – Market Positioning
Apple TV+ positions itself as a premium streaming service emphasizing high-quality original programming with star-studded casts and creators. It aims for a curated, boutique content approach focusing on fewer but critically acclaimed shows and films, aligned with Apple’s brand reputation for quality and design innovation.
4. Canal+ – Market Positioning
Canal+ commands a strong foothold in the French market by blending exclusive sports broadcasting rights, premium French and international films, and high-quality original local productions. It differentiates through a hybrid offering of pay-TV and streaming services, appealing to audiences seeking both localized content and live sports.
5. HBO Max (Warner Bros. Discovery) – Market Positioning
HBO Max combines Warner Bros.’ vast library with HBO’s critically acclaimed original series to offer a premium entertainment platform. Its strategic focus is on prestige programming, blockbuster movies, and exclusive releases, targeting viewers who prioritize high-quality storytelling and cinematic experiences.
Q: What is Hello about?
A: Hello is a 2021 campaign created by the advertising agency Herezie for Amazon Prime Video in France. It celebrates the 10th anniversary of Martin Solveig’s global hit Hello by reimagining the original music video with a nocturnal theme to coincide with the introduction of exclusive night sessions at the Roland-Garros tennis tournament. The campaign features a new version of the video starring Martin Solveig alongside Swiss tennis star Stan Wawrinka, highlighting Prime Video’s exclusive live streaming of the tournament’s night matches on the Philippe-Chatrier court from May 31st to June 9th, blending music and sport in a culturally resonant moment.
Q: What creative device does Hello use?
A: Hello employs the creative format classified by Clapboard as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, which uses recurring personalities for brand recall. The campaign revives Martin Solveig’s iconic Hello persona from the original video and pairs him with tennis star Stan Wawrinka to create a familiar yet fresh scenario. This technique relies on audience recognition and affinity for these celebrities rather than a traditional narrative, leveraging their star power and established personas to reinforce Amazon Prime Video’s exclusive offering through charismatic presence and cultural resonance.
Q: What is the campaign proposition for Hello?
A: The campaign proposition for Hello positions Amazon Prime Video as the exclusive destination for the innovative night sessions at Roland-Garros, targeting tennis fans and digitally engaged audiences. By celebrating the 10th anniversary of Martin Solveig’s Hello with a nocturnal reimagining featuring Stan Wawrinka, the campaign emphasizes Prime Video’s unique access to premium, immersive sports content that cannot be found elsewhere. It balances nostalgia and novelty to expand audience engagement and reinforces the brand’s commitment to delivering fresh entertainment that intersects music, sport, and innovative programming formats in the competitive French media market.
Q: How does Hello rank in Clapboard's archive?
A: Hello holds a Clapboard Campaign Score of 74/100, which reflects its creative ambition, execution quality, and cultural relevance. This score is issued by Clapboard’s global ad archive as an objective measure of the campaign’s effectiveness in blending entertainment and sports to create a culturally resonant and strategically significant advertising effort within the media and entertainment category.
Q: Who are the competitors in Amazon Prime Video's category?
A: Amazon Prime Video competes with several key players in the streaming media and entertainment market. Netflix leads globally by investing heavily in original content and personalized user experiences with a vast, diverse library. Disney+ leverages its extensive portfolio of beloved franchises to attract family and franchise-focused audiences with exclusive branded content. Apple TV+ positions itself as a premium service with high-quality original programming and star-studded casts. Canal+ holds a strong presence in France by combining exclusive sports rights with premium local and international content. HBO Max offers a premium entertainment platform focused on prestige programming and blockbuster releases.
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