Now Showing: Prime Entertainment
We can never get enough of more entertainment. No stranger to streaming sites, Filipinos spend hours a day glued to their phones looking for the next big and brash thing to satiate our need to be entertained. Prime Video officially launched its platform in 2022, proudly exclaiming, “Naks! Iba ang dating!” The promise of locally-made titles and an ever expanding library of movies and TV was unleashed into the Filipino public when Prime Video entered the South East Asian market.
The campaign “Naks, Iba ang Dating,” played with the idea of what is known as Filipino time—late, perhaps, but always, always worth the wait. Varsity Co-op created online chatter by hyping up the arrival of the platform, showcasing its wide library chock full of action, comedy, and drama. Focused on the idea of big entrances, our content had to feel massive in messaging.
Moving within what seemed like an already saturated space of streaming sites, Prime Video had to differentiate itself from its competitors. To do that we looked at the bread and butter of such platforms, specifically in the Philippines, the Filipino Family. From K-Drama loving fathers to self-proclaimed cinephile daughters, Varsity Co-op aimed to connect with this market through their obsessions and interests.
Prime Video had to speak, fangirl, and react like its subscribers on the digital space. Moving through different geographies of fandoms and social platforms allowed Varsity Co-op to create content that was playful and joyful across any genre imaginable. Whether navigating the fickle trends of TikTok, or the huge audiences of Facebook, Varsity grew the following and engagement of Prime Video on all social media platforms. Always aiming to draw Prime Video’s audiences closer to the obsessions, Varsity Co-op spearheaded creative direction of shoot materials for Prime Video titles—all of which became sustaining and engaging content for movies and TV, to scratch that itch between episodes.
Prime Video promised titles of massive scale that Varsity Co-op in turn had to bring closer to the eager audience. The highly anticipated tentpole title The Rings of Power was one of the first launches of Prime Video, and Varsity brought Prime Video’s followers for a ride. For the title’s premiere in Singapore, Varsity created live on-site event coverage—from interviews to blue carpet updates, whatever was happening in The Rings of Power premiere, Filipino followers had front row seats. Whether it was swoon-worthy videos of Donny Pangilinan, or the audience reaction of Thai superstar Baifern Pimchanok, Varsity Co-op had it covered—bringing the world of The Rings of Power and celebrities into the feeds of Filipinos for their entertainment.
Varsity Co-op also successfully catapulted Prime Video into the hearts of the Filipino audience through localization strategies that placed Filipino culture and fields of interest at the forefront. We harnessed the power of curated videos to engage audiences by creating bespoke content that appealed to Filipino humor and leveraged on current trends and moments. Through our efforts, Prime Video Philippines’ TikTok account secured a spot on TikTok Philippines’ Top 5 Most Viewed Entertainment Accounts in 2022. Alongside curating localized content, Varsity Co-op also continued to provide live event coverage for Prime Video’s title launches and milestones, ensuring that the brand’s audience got a front row seat for every exclusive movie premiere, press event, and watch party.
Varsity Co-op grew Prime Video’s platforms and connections to its audience by loving what they love in entertainment, and speaking the language of the enthusiastic, always-ready-to-speak Filipino.