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Smiles for Miles
Services
Campaign Strategy, Campaign Creative, End to End Promotions Management, Comms, Prize Fulfilment, Promotion Signage
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Smiles for Miles
Services
Campaign Strategy, Campaign Creative, End to End Promotions Management, Comms, Prize Fulfilment, Promotion Signage
The Client
We’ve partnered with Amazon Flex since 2019, helping them bring creative projects to life, develop strategic comms, and run full scale promotions.
Amazon Flex, the delivery arm of Amazon, use independent contractors known as delivery partners to deliver packages across Australia. Delivery partners schedule delivery blocks in advance through the Amazon Flex app and get paid weekly, giving them the flexibility to earn extra money on their own schedule.
Always looking to surprise, delight and reward their valued delivery partners, Amazon Flex engaged Chasing Albert to assist with running a promotion.
The Challenge
Create a new nationwide promotion that engages and excites delivery partners, ensuring they feel valued, appreciated and celebrated.
How We Helped
The Creative Idea
We started by flipping Amazon’s iconic smile on its head. Amazon delivers smiles to customers every day, but what is it that makes delivery partners smile? Is it the eager customer rushing out to greet the driver and grab the last minute gift that will save the day. Is it the fact that they are earning extra money to help fund a new business idea. Is it simply the flexibility of delivering for Amazon Flex.
These questions sparked the creative platform for our campaign. Smiles for Miles, a concept that tapped into the small but meaningful daily moments that make delivery partners smile.
The Campaign Strategy and Rollout
With the creative concept locked, we crafted a simple, scalable strategy:
The mechanic: deliver a block and you’re in the draw to win.
Want to double your chances? Head to the entry page and share a smiling selfie or story about what made you smile that day.
The campaign ran for two weeks and was supported by in-station signage, daily comms, surprise treats, and a mobile first online entry page.
Comms
We created the full comms framework and messaging, from in app copy and emails, to the landing page, daily reminders and winner announcements. Messaging was simple, clear and written to drive participation.
Selfies and stories submitted by delivery partners were reused throughout the campaign, appearing in newsletters and comms to drive ongoing momentum and inspire more entries.
The Entry Experience
We used a custom-built, mobile-first entry page, designed to make participating easy so delivery partners could double their entries wherever they were. The page captured entries showcased the prizes, reinforced campaign messaging and terms and conditions.
In-station Experience
Creating sensory appeal was key. We brought each station to life with A-frames, banners, floor decals and bollards.
To keep the energy high, delivery partners received a Chupa Chupp with a branded thank-you tag on arrival, a small gesture that tied back to the smile mechanic and reminded them to share a smile to double their entries.
Prizes
When it comes to prizes, consumers love choice. A high value prize pool made up of eGift cards was established and winners could use them on whatever makes them smile.
We managed every step of the prizing process, from sourcing and fulfilment to winner comms and national distribution, ensuring a seamless and positive experience for every winning delivery partner.
Results & Impact
The promotion was a huge success. It was engaging, fun and delivered on what the client set out to achieve.
How We Helped
The Creative Idea
We started by flipping Amazon’s iconic smile on its head. Amazon delivers smiles to customers every day, but what is it that makes delivery partners smile? Is it the eager customer rushing out to greet the driver and grab the last minute gift that will save the day. Is it the fact that they are earning extra money to help fund a new business idea. Is it simply the flexibility of delivering for Amazon Flex.
These questions sparked the creative platform for our campaign. Smiles for Miles, a concept that tapped into the small but meaningful daily moments that make delivery partners smile.
The Campaign Strategy and Rollout
With the creative concept locked, we crafted a simple, scalable strategy:
The mechanic: deliver a block and you’re in the draw to win.
Want to double your chances? Head to the entry page and share a smiling selfie or story about what made you smile that day.
The campaign ran for two weeks and was supported by in-station signage, daily comms, surprise treats, and a mobile first online entry page.
Comms
We created the full comms framework and messaging, from in app copy and emails, to the landing page, daily reminders and winner announcements. Messaging was simple, clear and written to drive participation.
Selfies and stories submitted by delivery partners were reused throughout the campaign, appearing in newsletters and comms to drive ongoing momentum and inspire more entries.
The Entry Experience
We used a custom-built, mobile-first entry page, designed to make participating easy so delivery partners could double their entries wherever they were. The page captured entries showcased the prizes, reinforced campaign messaging and terms and conditions.
In-station Experience
Creating sensory appeal was key. We brought each station to life with A-frames, banners, floor decals and bollards.
To keep the energy high, delivery partners received a Chupa Chupp with a branded thank-you tag on arrival, a small gesture that tied back to the smile mechanic and reminded them to share a smile to double their entries.
Prizes
When it comes to prizes, consumers love choice. A high value prize pool made up of eGift cards was established and winners could use them on whatever makes them smile.
We managed every step of the prizing process, from sourcing and fulfilment to winner comms and national distribution, ensuring a seamless and positive experience for every winning delivery partner.
Results & Impact
The promotion was a huge success. It was engaging, fun and delivered on what the client set out to achieve.
How We Helped
The Creative Idea
We started by flipping Amazon’s iconic smile on its head. Amazon delivers smiles to customers every day, but what is it that makes delivery partners smile? Is it the eager customer rushing out to greet the driver and grab the last minute gift that will save the day. Is it the fact that they are earning extra money to help fund a new business idea. Is it simply the flexibility of delivering for Amazon Flex.
These questions sparked the creative platform for our campaign. Smiles for Miles, a concept that tapped into the small but meaningful daily moments that make delivery partners smile.
The Campaign Strategy and Rollout
With the creative concept locked, we crafted a simple, scalable strategy:
The mechanic: deliver a block and you’re in the draw to win.
Want to double your chances? Head to the entry page and share a smiling selfie or story about what made you smile that day.
The campaign ran for two weeks and was supported by in-station signage, daily comms, surprise treats, and a mobile first online entry page.
Comms
We created the full comms framework and messaging, from in app copy and emails, to the landing page, daily reminders and winner announcements. Messaging was simple, clear and written to drive participation.
Selfies and stories submitted by delivery partners were reused throughout the campaign, appearing in newsletters and comms to drive ongoing momentum and inspire more entries.
The Entry Experience
We used a custom-built, mobile-first entry page, designed to make participating easy so delivery partners could double their entries wherever they were. The page captured entries showcased the prizes, reinforced campaign messaging and terms and conditions.
In-station Experience
Creating sensory appeal was key. We brought each station to life with A-frames, banners, floor decals and bollards.
To keep the energy high, delivery partners received a Chupa Chupp with a branded thank-you tag on arrival, a small gesture that tied back to the smile mechanic and reminded them to share a smile to double their entries.
Prizes
When it comes to prizes, consumers love choice. A high value prize pool made up of eGift cards was established and winners could use them on whatever makes them smile.
We managed every step of the prizing process, from sourcing and fulfilment to winner comms and national distribution, ensuring a seamless and positive experience for every winning delivery partner.
Results & Impact
The promotion was a huge success. It was engaging, fun and delivered on what the client set out to achieve.
How We Helped
The Creative Idea
We started by flipping Amazon’s iconic smile on its head. Amazon delivers smiles to customers every day, but what is it that makes delivery partners smile? Is it the eager customer rushing out to greet the driver and grab the last minute gift that will save the day. Is it the fact that they are earning extra money to help fund a new business idea. Is it simply the flexibility of delivering for Amazon Flex.
These questions sparked the creative platform for our campaign. Smiles for Miles, a concept that tapped into the small but meaningful daily moments that make delivery partners smile.
The Campaign Strategy and Rollout
With the creative concept locked, we crafted a simple, scalable strategy:
The mechanic: deliver a block and you’re in the draw to win.
Want to double your chances? Head to the entry page and share a smiling selfie or story about what made you smile that day.
The campaign ran for two weeks and was supported by in-station signage, daily comms, surprise treats, and a mobile first online entry page.
Comms
We created the full comms framework and messaging, from in app copy and emails, to the landing page, daily reminders and winner announcements. Messaging was simple, clear and written to drive participation.
Selfies and stories submitted by delivery partners were reused throughout the campaign, appearing in newsletters and comms to drive ongoing momentum and inspire more entries.
The Entry Experience
We used a custom-built, mobile-first entry page, designed to make participating easy so delivery partners could double their entries wherever they were. The page captured entries showcased the prizes, reinforced campaign messaging and terms and conditions.
In-station Experience
Creating sensory appeal was key. We brought each station to life with A-frames, banners, floor decals and bollards.
To keep the energy high, delivery partners received a Chupa Chupp with a branded thank-you tag on arrival, a small gesture that tied back to the smile mechanic and reminded them to share a smile to double their entries.
Prizes
When it comes to prizes, consumers love choice. A high value prize pool made up of eGift cards was established and winners could use them on whatever makes them smile.
We managed every step of the prizing process, from sourcing and fulfilment to winner comms and national distribution, ensuring a seamless and positive experience for every winning delivery partner.
Results & Impact
The promotion was a huge success. It was engaging, fun and delivered on what the client set out to achieve.
How We Helped
The Creative Idea
We started by flipping Amazon’s iconic smile on its head. Amazon delivers smiles to customers every day, but what is it that makes delivery partners smile? Is it the eager customer rushing out to greet the driver and grab the last minute gift that will save the day. Is it the fact that they are earning extra money to help fund a new business idea. Is it simply the flexibility of delivering for Amazon Flex.
These questions sparked the creative platform for our campaign. Smiles for Miles, a concept that tapped into the small but meaningful daily moments that make delivery partners smile.
The Campaign Strategy and Rollout
With the creative concept locked, we crafted a simple, scalable strategy:
The mechanic: deliver a block and you’re in the draw to win.
Want to double your chances? Head to the entry page and share a smiling selfie or story about what made you smile that day.
The campaign ran for two weeks and was supported by in-station signage, daily comms, surprise treats, and a mobile first online entry page.
Comms
We created the full comms framework and messaging, from in app copy and emails, to the landing page, daily reminders and winner announcements. Messaging was simple, clear and written to drive participation.
Selfies and stories submitted by delivery partners were reused throughout the campaign, appearing in newsletters and comms to drive ongoing momentum and inspire more entries.
The Entry Experience
We used a custom-built, mobile-first entry page, designed to make participating easy so delivery partners could double their entries wherever they were. The page captured entries showcased the prizes, reinforced campaign messaging and terms and conditions.
In-station Experience
Creating sensory appeal was key. We brought each station to life with A-frames, banners, floor decals and bollards.
To keep the energy high, delivery partners received a Chupa Chupp with a branded thank-you tag on arrival, a small gesture that tied back to the smile mechanic and reminded them to share a smile to double their entries.
Prizes
When it comes to prizes, consumers love choice. A high value prize pool made up of eGift cards was established and winners could use them on whatever makes them smile.
We managed every step of the prizing process, from sourcing and fulfilment to winner comms and national distribution, ensuring a seamless and positive experience for every winning delivery partner.
Results & Impact
The promotion was a huge success. It was engaging, fun and delivered on what the client set out to achieve.