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Amazon Prime Video

The Devil's Hour

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Background 

Ahead of the launch of its new psychological thriller series The Devil’s Hour, Amazon Prime Video collaborated with DCM Studios to create bespoke content that would deliver impact and cut through amongst an entertainment-loving audience.

Plan

Knowing that using cinema would provide them with a platform to engage a broad entertainment-loving audience, Amazon Prime Video wanted to supercharge this to ensure the show stood out in the run up to its release date.

To create a suspenseful experience for the audience, The Devil’s Hour would disrupt the reel – with 3 bespoke 10” blipverts, the main 30” ad, and then a final reminder with the show ‘taking over’ the DCM closing ident.

The campaign ran across the DCM estate, running in titles including Black Adam, Watcher, Prey For The Devil, The Banshees Of Inisherin and Halloween Ends.

Results

The repetition of activity within the reel helped to increase cut-through and drive key campaign and brand metrics.

+56%

uplift in awareness of The Devil's Hour amongst those exposed.
+105%

uplift in viewers who were 'very likely' to consider watching the show among those exposed via cinema.
+120%

uplift in brand favourability, having a 'Much better' impression of Amazon Prime Video
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