Mars Wrigley has partnered with GroupM's EssenceMediacom to launch a new campaign for Mars Bar on Amazon Australia.

Titled 'For You Who Did That Thing You Did', the campaign utilises artificial intelligence (AI) to reward customers for their everyday achievements on Amazon.com.au. It marks the first time Mars Wrigley has collaborated with Amazon Ads Australia to use AI in such a comprehensive and interactive manner.

The campaign recognises specific customer actions across Amazon as 'things' worthy of a Mars Bar reward. A custom-built AI experience allows customers to discover if they have 'done a Thing' and receive a code to redeem a free Mars Bar with their next qualifying Amazon order.

Head of Brand and Content Australia, at Mars Wrigley, Richard Weisinger, said: "At Mars, we’re continually looking to push the fold and find innovative ways to connect with our consumers. Our collaboration with Amazon Australia allows us to leverage AI to unlock meaningful connections with the right audiences to bring our ‘For You Who Did That Thing You Did’ platform to life. Afterall, who doesn’t want a Mars Bar to land on their doorstep as a little reward for completing that ‘thing’ they did – regardless of how big or small!"

This campaign is the result of EssenceMediacom’s Breakthrough Briefs process, designed to accelerate innovation in collaboration with media partners.

CEO of EssenceMediacom Australia & New Zealand, Pippa Berlocher, said: "We're incredibly proud to partner with Mars on this groundbreaking campaign that pushes the boundaries of relevant marketing. It’s exciting to see our Breakthrough Process result in exceptional work. This is a testament to our commitment to delivering breakthrough, data-driven solutions that connect brands with consumers in meaningful ways. By harnessing the power of Amazon Australia’s engaged customers as well as their sophisticated AI capabilities, we're creating a truly unique and rewarding experience for Australian audiences."

The campaign will run from August 26 to October 9, 2024, providing an innovative approach to customer engagement and reward systems. By leveraging AI and the power of Amazon's customer base, Mars Wrigley and EssenceMediacom are pushing the boundaries of marketing and customer interaction.