The Ask

For the 2025 Effie Collegiate US x Amazon Brand Challenge, we were asked to find a way to get Gen Z to love Amazon Prime as much as their parents - specifically, enough to sign up for their own personal account.

This is quite a challenge to combat with America's thriving password-sharing culture.

But very possible with a generation stuck between holding onto childhood and stepping into adulthood independence, in need of a safe space to develop their full sense of self.

Brand Problem

Despite Amazon Prime's alignment with Gen Z's interests and various benefits, they lack the niche feel that wins Gen Z loyalty.

Top Findings

Consumer Interviews

“This is my algorithm.

I built [it] brick by brick. ... So no, I'm not sharing."

"All of my subscriptions are my parents."

Survey

86.7% of Gen Z hold back part of their personality, interests, or ideas or act differently based on who they are with. Almost half of that amount do so multiple times a day due to “anxiety” and “fear of judgement/what others think”.

Database Research

48% of Gen Z has given their password to someone they live with and 53% have used the password of someone they live with.

Social Listening

Gen Z value “fewer products at a high-quality” over “a bunch of products that are half-baked.” They also fail to see the appeal of subscription consolidation with their love of niches.

The Solution

Amazon Prime can give them a place where they can embrace every side of themselves, no filters, nothing left out. A place that feels niche, safe, and completely them. With their own personal Prime account, there’s no worry of judgement.

For the Filter Fatigued, Amazon Prime provides a curatable space that allows them to re-engage with their complete identity.

Bringing the Idea to Life

This strategy will be brought to life through iconic characters that you would naturally make assumptions about, showing their true, unexpected, unfiltered selves through the use of Prime’s services

Phase 1

CREATIVE EXECUTIONS

Phase 2

2025 Effie's Submission

Team: Daniella Ryden, Easton Phillips, Liz Keohane, and Mallory Snyder

Apple