Mumbai: WPP OpenDoor, the bespoke WPP team dedicated to Amazon, has announced the launch of two cutting-edge content discovery campaigns for Prime Video that merge emotional intelligence with real-time consumer behaviour. Designed to redefine how audiences engage with content, the campaigns offer mood-mapped, hyper-personalised recommendations, breaking new ground in contextual entertainment discovery.
Key Campaign Innovations:
AI-Powered Emotional Recommendations:
In partnership with Wootag, WPP OpenDoor developed an interactive emotion-sensing feature embedded within Prime Video’s digital ad ecosystem. Users engaging with banners across leading websites—spanning news, lifestyle, health, and entertainment—can opt to express their emotions via camera (Happy, Sad, Exciting, or Neutral). Based on their detected mood, users are served a curated list of Prime Video content tailored to their current emotional state, with seamless click-through options to view the content directly.
Food & Feeling Integration with Zomato:
In a first-of-its-kind integration, WPP OpenDoor collaborated with Zomato, India’s leading food delivery platform, to match food choices with mood-based entertainment recommendations. For instance, dessert orders could trigger suggestions like: “Dosti wala sweet with The Family Man, Rishton wala sweet with Panchayat, and Vaadon wala sweet with Bhool Chuk Maaf.” Following checkout, users are presented with a Prime Video carousel on Zomato’s confirmation screen, enabling one-click access to emotion-aligned content. This innovative collaboration uses Zomato’s behavioural insights to bridge the joy of food with the pleasure of discovery, creating a seamless and relevant content journey.
Deepa Jatkar, India Lead, WPP OpenDoor, commented, “In today’s dynamic digital landscape, true personalization transcends data points; it’s about understanding the human experience. With Prime Video, we saw an unparalleled opportunity to innovate beyond behavioural targeting and connect with audiences at a deeper, emotional level. This campaign exemplifies our commitment to pioneering solutions that not only capture attention but also forge genuine connections. By integrating emotion into the core of content discovery, we are not just recommending series and films; we are enhancing the entire entertainment journey, proving that when media strategy is truly empathetic, engagement becomes a natural outcome.”
The campaign directly addresses a key challenge in the streaming era—content overload and choice paralysis. Instead of relying solely on conventional algorithms, the initiative adopts an emotionally intelligent approach rooted in the insight that viewing decisions are driven by how people feel. Anchored in Prime Video’s overarching brand message, “Every kind of emotion… it’s on Amazon Prime,” the campaign brings emotion to the forefront of the user experience, highlighting the platform’s diverse and expansive content offering.
