Amazon Ads

Compared to the industry behemoths, Google and Meta, Amazon Ads was the new kid on the media block. To raise unaided awareness to become that ‘must buy’ across every plan, the brand needed a platform that would emotionally connect with media professionals on a global scale.

‘Ads that work as hard as you do’ was born from the insight that your ads are only as good as your media. And, as everyone who works in marketing knows, too often your incredibly hard work is let down by a less than hard working media placement.

We dramatized this painful, universal truth to connect with the B2B audience, launching with a hero film in eight priority markets, that was supported by social, radio and digital banners to reinforce product benefits.

Following the campaign launch, the ‘Ads that work as hard as you do’ platform was extended during Amazon unBoxed, the brand’s annual trade show held at the Javits Center in NYC.

With thousands of marketing and media professionals descending on the city, we took over the World Trade Center with an outdoor campaign reinforcing our positioning and self-aware tone, turning the file name used to create the longest billboard in New York, into the longest billboard in New York. 

And at the unBoxed event, our audience’s daily acts of hard-working-heorism were immortalized with a tongue-in-cheek activation - the ‘Museum of Modern Advertisers’ - elevating marketers and media buyers to the Greek-God-like status they so desperately deserve. 

‘Ads that work as hard as you do’ achieved a 60% increase in unaided awareness within the first 12 months in market, and continues to be a highly distinctive, self-aware and fun platform, from which to creatively build upon for both brand and product initiatives.

Role: Business Director, Anomaly