JBL x Tour H2: Amazon Interactive Prime Video

JBL set out to challenge the perception of Connected TV (CTV) as a brand-only channel by proving it could drive measurable commercial outcomes. While CTV had long delivered strong awareness through high reach and engagement, demonstrating a direct impact on sales remained a significant challenge. The launch of Amazon’s Interactive Features for Prime Video presented a unique opportunity to bridge this gap and create a more accountable customer journey.

As one of the first brands to adopt the format in Germany, JBL transformed traditional CTV advertising into an interactive shopping experience. Targeting headphone and technology enthusiasts through Amazon’s Lifestyle and In-Market audiences, the campaign integrated interactive prompts directly within Prime Video ads. Viewers could seamlessly scan a QR code on their TV screens and instantly add JBL products to their Amazon basket via their mobile devices, creating a frictionless path from awareness to purchase.

Running from October to December, the campaign combined cutting-edge media innovation with compelling creative featuring Martin Garrix and Benson Boone to maximise audience engagement. The results demonstrated the power of interactive CTV to deliver both branding and performance objectives.

The campaign reached over 5 million target consumers and achieved an exceptional 98% video completion rate. Most importantly, it directly generated 1,338 incremental product sales, validating CTV as a measurable performance channel and showcasing how innovative formats can connect awareness, engagement and conversion within a single customer journey.