WPP OpenDoor, the specialised WPP team for Amazon, has unveiled two content discovery campaigns for Prime Video, that leverage consumer behaviour insights to deliver personalized content recommendations.
Key Campaign Innovations:
AI-Powered Emotional Recommendations: WPP OpenDoor in partnership with Wootag, developed an emotion sensing layer within Prime Video’s digital ad ecosystem. Users interacting with banners on leading websites (across news, lifestyle, health, and entertainment) can express their emotions via camera – Happy, Sad, Exciting, or Neutral – and instantly receive a curated movie or series list best suited for their mood at that specific moment. Each emotional selection unlocks a tailored viewing experience with direct links to the content-specific pages on Prime Video.
Food & Feeling Integration with Zomato: Recognizing the intrinsic link between food, emotions, and entertainment, WPP OpenDoor has collaborated with Zomato, India’s online food ordering and delivery platform, to spotlight Prime Video’s rich and diverse content library, embedding the campaign within customers’ food ordering journeys. Based on the type of food ordered (e.g., Biryani, Pizza, Chaat, Dessert), Zomato users will receive curated film and series recommendations post-checkout, mapped to their emotions. For instance, a dessert order may prompt content recommendations like ‘Dosti wala sweet with The Family Man, Rishton wala sweet with Panchayat and Vaadon wala sweet with Bhool Chuk Maaf.’Zomato’s order confirmation screen will feature a Prime Video carousel, enabling one-click access to content. This unique collaboration leverages Zomato’s reach and consumer behaviour insights to deliver hyper-relevant, mood-based content recommendations — bringing entertainment discovery closer to the joy of food, in a seamless, contextual and consumer-first experience.
Deepa Jatkar, India Lead WPP OpenDoor said, “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 addresses a key objective in streaming—content overload and choice paralysis. Instead of relying on traditional recommendations, WPP OpenDoor aimed to create an emotionally intelligent journey, rooted in the insight that people pick what to watch based on how they feel. Anchored in Prime Video’s latest brand campaign’s core message, “Every kind of emotion…it’s on Amazon Prime,” the innovation brings the full spectrum of human emotions to life through a dynamic digital experience. This emotion-first strategy not only strengthens user connection but also showcases Prime Video’s vast content library, helping audiences discover series and films that truly resonate with their mood.
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