Amazon Prime Video Mexico Service Launch 

 Client: Prime Video Channels
Tasks: Art Direction
Programs: Adobe Illustrator,Adobe Photoshop & After Effects

On 10/7 of 2019, the CROW MX team launched Prime Video Channels (PVC) in Mexico, giving Prime customers access to 10 channel subscriptions and 9 linear feeds. They include HBO (5 linear feeds), MGM, Starzplay, Paramount +, Noggin, Pongalo, TV Azteca (4 linear feeds), Love Nature, Cbeebies, Acorn TV and the fast-follow our 11th channel, Cartoon Network Ya (linear +VOD) on 12/20. MX Channels outperformed launch expectations, beating OP2: Channels was able to outperform Q4 OP2 metrics. Q4 saw us at +148k paid subscriptions, +119.6k paid subscribers, and +$1.0M revenue. Top channels by subscription volume were: HBO (64%), MGM (10%) and STARZPLAY (10%).
Launched Prime Video Channels (PVC) in Mexico, giving Prime customers access to 10 channel subscriptions and 9 linear feeds. They include HBO (5 linear feeds), MGM, Starzplay, Paramount +, Noggin, Pongalo, TV Azteca (4 linear feeds), Love Nature, Cbeebies, Acorn TV and the fast-follow our 11th channel, Cartoon Network Ya (linear +VOD) on 12/20. MX Channels outperformed launch expectations, beating OP2: Channels was able to outperform Q4 OP2 metrics. Q4 saw us at +148k paid subscriptions, +119.6k paid subscribers, and +$1.0M revenue. As PVC service launched, MX outperformed all other locales at 5.4% penetration rate (CA: 0.8% & US: 0.4%). Provided Art Direction on the PVC Mexico Launch Reels with 9.8MM (30s cut) impressions and 3.7MM (10s cut) video plays.  In preparation for launch, the CROW Mexico team prepared Onboarding suites for 12 launch partners, 26 Marketing Campaigns and Service Level Campaign, resulting a total of 1,632 assets created to support the launch of PVC in Mexico. From launch, the CROW MX team has completed 100 Projects with approx. 3,326 assets.  Supported Prime Video Channels Canada and brought it into steady-state as PVC MX was ramping up.
In preparation for launch the CROW Mexico team prepared Onboarding suites for 12 launch partners, 26 Marketing Campaigns and Service Level Campaign resulting a total of 1,632 assets created to support the launch of PVC in Mexico. The number of assets reflects the additional 6 onboarding suites due to Channels and SVOD title overlap resulting in 38 hours of overcapacity for our team. For the launch of Channels in MX, the CROW MX team added additional placements on Amazon.com.mx (House ads and Site-wide messaging), on primevideo.com. The team provided Art Direction on the Prime Video Channels Mexico Launch Reel working with an external agency. The CROW MX Marketing team conducted focus groups in Mexico City, we used the primary copy, “Agrega solo los canales que quieras” or “Add only the channels you want,” encouraging customers to enjoy the selection, convenience, and flexibility of channel subscriptions. Secondary copy called out “Prueba gratis 7 días con Amazon Prime. Sin contrato.” or “Free trial for 7 day with Amazon Prime. Without a contract.” both the free trial and no long term commitments that come with the Prime Video Channels benefit.
Throughout the months of October, November and December, our team completed 77 projects and approximately 1,226 assets. During Q4 CROW MX Marketing team invested $108K USD across both service-level and channel specific campaigns (StarzPlay and HBO) through Sage driving 48.9MM impressions (CPM $2.20) for PV-Channels. Our most efficient campaign was at launch, where we ran a small test campaign ($11.7K USD) only targeting active paid Prime members and drove 600 attributed channel subscriptions at USD $19 per subscription

Role: Art Director 
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