How do you give a unique voice to a brand within a brand?
The Client: Amazon’s Treasure Truck arrived in the U.K. in 2018 bringing with it a sense of “ice cream truck” excitement. Daily offers invite subscribers to take advantage of promotional discounts and unique purchase opportunities that they might not find elsewhere. Treasure Truck might have a great deal on a top of the line shaver from Gillette, suggest a sophisticated new flavour from Edinburgh Gin, offer first dibs on a newly released book like Bish Bash Bosh!, or even tickets to an exclusive event like a Queen-themed party for the film Bohemian Rhapsody. Then, “the Truck” arrives in town at a specific location where customers can pick up their loot, enter fab raffles, play and hang out, and even meet celebrities like foodies Henry Firth and Ian Theasby, or the web-slinger himself, Spider-man.
Amazon’s Treasure Truck U.K.
The Process: Dynamic and driven by fast turnaround to respond to the latest deals and promotions across Treasure Truck’s busy schedule of events. We received urgent briefs from the Treasure Truck marketing team – containing key information on happenings and promotions – then crafted mobile and social content to fit the precise word and character count of Amazon’s content management system. Fast but never furious, it was an exciting project, full of fun and more than the odd pun (we love a good pun) to keep the show on the road and help fuel Treasure Truck to its next destination.
The Brief: Capture the fun, energy and excitement of Treasure Truck UK’s offering with copy for mobile notifications, social posts, and web content – as well as for hard assets like Treasure Truck signage and associated marketing.
The final copy for Treasure Truck’s Oculus promotion.
The Takeaway: Even a major corporation like Amazon UK needs expertise in copywriting. We brought the attention to detail and creative thinking that forged a unique voice for the emerging Treasure Truck brand. Major updates to Treasure Truck have meant major changes in the way we serve the brand, so watch for a future portfolio update where we’ll discuss how we roll with the changes and open the door to an even wider audience.
