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CRAZY REAL ASIANS
by AMAZON
When you can't be crazy rich, just be crazy real
—with help from Amazon.
Hollywood made a show about crazy rich asians living in Singapore.
A lot of people loved it.
A lot of asians living in Singapore did not.
Granted, the show isn't meant to be a documentary on Singapore-living—it's a fictional tale about that 0.02% of people who live a life of obscene luxury (don't quote me on that stat).
We used that collective rage to our advantage.
We gave the people what Hollywood did not—we made it about them.
With this film, plus other social and OOH assets, brand affinity skyrocketed over the Chinese New Year period in 2022. Amazon SG's share of searches peaked on Google, making us category leaders with 40% of the search volume.
We also beat competitors in media impressions, with more than 5mil impressions. Intent of purchase on Amazon SG increased, hitting a 43% increase in purchase. Perceptions of “trustworthiness” and “value” also saw a significant rise.
It became Singapore's 2nd most watched ad and ranked in Asia's Top 5 ads in the Chinese New Year period.
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