Amazon Clinic
Amazon Clinic launched in November for 2022, offering message-based virtual healthcare for treating common conditions like pink eye, UTI, and sinusitis.
Challenge
User research revealed that beta customers felt Clinic interactions were "cold," "abrupt," and "impersonal."
Objective
Develop and test a series of fresh and engaging creative directions for Clinic to create a stronger, more approachable brand.
CAMPAIGN
It feels like…
If you’ve had a migraine, you know it feels like being hit in the head with hammers. If you’ve experienced erectile dysfunction, you know it can feel emotionally deflating.
“It feels like…” is a creative campaign built on empathy. Clever and artful depictions of conditions show we understand how customers are feeling, and we’re here to help make that feeling go away, right away.
Being a young brand in the virtual healthcare space, we wanted to learn what content formats resonate most with our customers. Our test was comprised of two different formats, 3D animation and CGI composited with photography, for the same campaign theme.
TEST A
3D Animation
“ED” Erectile Disfunction
Sinusitis
UTI
ASSETS IN USE
Social
TEST B
Photo + CGI
