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The new Harry Potter book created quite a stir when it was announced in early 2016, with Potterheads going wild for the latest instalment in the story.
Harry Potter has long been associated with midnight reading parties, but thanks to Amazon’s fastest delivery service, Prime Now, queueing at the shop to buy the book wasn’t necessary this time round.
Prime Now is a one or two-hour delivery service available for Prime customers in selected areas of the UK, and the team behind the magically-quick deliveries asked us to announce that copies of the book would be available for delivery to homes from midnight on launch day.
The brief was simple - put the Amazon delivery team at the heart of the story and hit headlines around the country, driving demand for midnight deliveries. Armed with one of our favourite national photographers, a Harry Potter costume, some broomsticks and a few very willing Amazon delivery drivers, we created a series of fun photographs for the national and regional media to publicise the launch.
The story went down a storm, generating tonnes of coverage in all Amazon Prime Now regions across the country and also grabbing the attention of the national media.
Potter fans across the country booked midnight delivery slots in their droves and the campaign was a smash hit.