Prime Video’s OOH campaign for The Pickup achieves 112.8% ad recall from the promo content displayed on delivery robots.
[New York, NY] – Reveal, a leading out-of-home (OOH) measurement company, partnered with Coco Robotics – the world’s leading urban robot delivery platform, to announce groundbreaking results from a Prime Video advertising campaign that transformed` over 100 of Coco’s robocouriers for the summer movie release of The Pickup.
As part of the campaign, Coco wrapped its LA-based delivery robots in branding inspired by the film’s iconic armored money trucks, turning each robot into a moving extension of the film’s plot. With a high-visibility fleet navigating dense, high-foot-traffic neighborhoods, the robots delivered not only food but also broad, tangible exposure and reach—generating measurable OOH impressions that rival traditional street-level media and billboards.
By transforming the robots into mobile ads, the campaign set the stage for measurable audience engagement and strong recall results. Individuals who saw The Pickup advertisement on a robot recalled the ad at an unprecedented rate of 112.8% over the control group—the largest margin above benchmark ever recorded in Reveal’s 12-year history.
Historically, OOH advertising has been valued for subtly embedding brands into daily life, reaching audiences without disrupting their routines. But that subtlety has often meant lower performance on down-funnel metrics—like remembering an ad or taking a specific action—which tend to be stronger in formats that directly interrupt the viewer, such as TV commercials or digital video ads.
This campaign, however, flips that paradigm. Coco’s autonomous robots offer an OOH format that combines repetition, mobility, and unavoidable street-level visibility. Because the robots interact with people during everyday routines—without interrupting them—they create attention that feels natural yet highly memorable. This dynamic delivered breakthrough performance on two key metrics: ad recall and intent.
The campaign’s 112.8% ad recall score means viewers who encountered the robots recalled the advertisement twice as often as the control group—far above the entertainment vertical’s 19–20% benchmark. The study also revealed a 25.85% lift in intent to watch The Pickup, indicating how much more likely viewers who saw the ad were to say they planned to watch the film. This exceeded the typical 5–6% category benchmark by more than 4X.
“We’re excited to share the data to support what we’ve long suspected,” said Josh Dubin, Head of Advertising at Coco Robotics. “Out-of-home is already a powerful medium for reaching consumers where they live and work, and the frequency, movement, and novelty of delivery robots help them break through the clutter of environments already crowded with ads. When a robot captures attention in that setting, it creates a memorable moment—and this study shows those moments lead to real results: people not only remember the ads at unusually high rates but also become more likely to watch the film.”
Robots as the New Frontier for OOH
Throughout the campaign, The Pickup’s content and messaging were prominently displayed on the exterior of Coco’s autonomous delivery robots as they provided last-mile deliveries in major urban centers. With a uniquely scaled presence in dense neighborhoods, Coco has become a powerful platform for brand engagement woven directly into consumers’ daily routines.
“These results highlight the immense potential of autonomous delivery robots as a new and engaging advertising channel,” said Jon Frangakis, Chief Commercial Officer at Reveal. “While lifestyle automation is no longer a novelty, ad recall scores like this show the unique ability of these platforms to connect with audiences in meaningful ways. This campaign proves that out-of-home can deliver not only broad awareness but also powerful, measurable outcomes.”
A New Era for OOH Advertising
Now that robot deliveries have transitioned from futuristic concept to everyday convenience, it opens a powerful new medium for advertisers. The success of this campaign signals a pivotal shift in how brands can engage with consumers in contextual, high-impact, and innovative ways.
Reveal encourages media planners and buyers to consider autonomous delivery robots as a standard component of core media strategies. The record-breaking results from Prime Video’s campaign demonstrate the channel’s ability to deliver exceptional reach, impact, and ROI.
About Coco Robotics
Coco Robotics is the world’s largest urban autonomous delivery platform, founded in 2020. Coco has completed over 500,000 zero-emission deliveries in cities across the U.S. and Europe, serving restaurants, retailers, and on-demand grocery services. Coco’s mission is to advance the future of physical AI and sustainable last-mile logistics. For more information, visit www.cocodelivery.com.
