Already Amazon.com Inc.’s fastest-growing unit with more than $25 billion in annual gross sales, Amazon Business is out to win over more hearts among buyers and procurement managers at small as well as large companies. Last week it launched “Buy Smarter. Dream Bigger.” as its first major marketing campaign across multiple media channels, featuring a fictitious manufacturer of pet devices.
Hyeyoung Moon, the global lead of marketing at Amazon Business, says the campaign is designed to promote Amazon Business as an easy-to-use marketplace that “frees up business leaders to focus more on their businesses and mission.”
‘Fun and engaging’ campaign
“That’s the spirit we are capturing with this fun and engaging campaign that celebrates the dreamers and empowers more decision-makers to buy smarter,” he said in an email reply.
The campaign, directed by ad agency BSSP in association with Biscuit Filmworks, will run nationally through November. The campaign will be supported by complementary creative materials across national radio, digital elements and out-of-home images placed in airports and other locations in “key markets like Los Angeles, New York and Chicago,” a spokeswoman says. Public relations firm Walker Sands is also supporting the campaign’s social elements.
By emphasizing humor, the campaign is addressing recent findings that many consumers and businesses expect brand marketing to be funny.
People remember funny ads
A recent report from business software provider Oracle Corp. and author/podcaster Gretchin Rubin, for example, found that 91% of people worldwide prefer brands to be funny in their advertising. In addi …