Gaming meets telecom: How Fizz Mobile used Prime Video’s Fallout to reach gamers and grow its brand

Fizz Mobile wanted an advertising solution that supported their expansion beyond Quebec and throughout Canada, while also speaking to gamers who fall in the millennial and adult Gen Z cohorts. As a challenger brand, they wanted to communicate the brand value of their affordable price point and self-serve options, but also communicate with the younger audience whose interests and price point intersect with their offerings. HAQM Ads recognized an opportunity for Fizz Mobile to not only activate through a sponsorship on Prime Video, but to do it by running Prime Video ads alongside Fallout—a new streaming program whose premise is based on a video game—helping Fizz Mobile speak more specifically to the gaming, 18 to 35-year-old audience it identified as a key subgroup. The objective was that the campaign would drive awareness and increase recall, specifically in areas where Fizz Mobile had not previously been offered.

With 11 million monthly Prime Video users in Canada, the Prime Video ads sponsorship spoke to Fizz Mobile’s desire to reach potential customers across the entire country by advertising against content that aligned with the interests of their intended audience. To complement the Prime Video ad sponsorship, HAQM Ads also recommended that Fizz Mobile maximize their impact by investing in advertising on the IMDb page for Fallout, the IMDb pages of Fallout’s top ten actors, and continuing their Twitch media buy, which had been at the center of their marketing strategy in 2023.

To bring the campaign to life, Fizz Mobile’s Prime Video ads sponsorship included pre-roll, bumper, and flex advertising against Fallout during the launch of the series’ first season. From there, HAQM Ads used display remarketing to reach Prime Video- and Twitch-exposed audiences. Additionally, Twitch media helped to provide a full-funnel experience, communicating with potential customers several times with the same messaging about Fizz Mobile’s affordable, customizable phone plans. The Prime Video ads sponsorship and IMDb takeover ran for five weeks, kicking off in mid-April alongside the series’ launch, through the middle of May.

The choice to align with Fallout, one of the most successful HAQM Original premieres in Prime Video history, proved to be successful for Fizz Mobile. With Fallout commanding more than 65 million viewers globally in its first 16 days,¹ Fizz Mobile received widespread exposure across Canada. Furthermore, an HAQM Brand Lift study confirmed that Fizz Mobile observed a 21% lift in awareness and a 25% lift in ad recall among viewers who saw their Prime Video ad campaign.²

The campaign in total saw 37 million impressions, with a reach of 3.5 million viewers. Prime Video ads accounted for 69% of the campaign’s reach, with IMDb providing an additional 14%.³ The campaign not only addressed Fizz Mobile’s desire to break out in a crowded telecom landscape but set them apart as advertisers—Fizz Mobile was the first Canadian telecom company to run Prime Video ads, and one of the first Prime Video ad campaigns to launch in 2024.

Fizz Mobile and their media agency Elmire continue to have conversations with HAQM Ads about ways to bring their messaging to Prime Video and Twitch users, hoping to expand their reach even further because, as any challenger brand knows, the best way to celebrate a breakthrough win is to keep the work going.