Already the fastest-growing unit of Amazon.com Inc. with more than $25 billion in annual gross sales, Amazon Business will win more hearts among buyers and procurement managers in companies small and large. Last week it launched “Buy Smarter. Dream bigger.” as its first major marketing campaign across multiple media channels, featuring a fictitious pet equipment manufacturer.
Hyeyoung Moon, global head of marketing at Amazon Business, says the campaign is designed to promote Amazon Business as an easy-to-use marketplace that “frees business leaders to focus more on their businesses and mission.”
‘Fun and engaging’ campaign
“That’s the spirit we’re capturing with this fun and engaging campaign that celebrates dreamers and empowers more decision makers to shop smarter,” he said in an emailed response.
The campaign, run by advertising agency BSSP in association with Biscuit Filmworks, will run nationally until November. The campaign will be supported by complementary national radio creative, digital elements and out-of-home imagery placed at airports and other locations in “key markets such as Los Angeles, New York and Chicago,” says a spokeswoman. Public relations firm Walker Sands is also supporting the social elements of the campaign.
Emphasizing humor, the campaign is addressing recent findings that many consumers and businesses expect brand marketing to be funny.
People remember funny commercials
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 addition, it found that 90% are more likely to remember ads that are humorous. But only 20% of brands say they use humor in offline ads, compared to 18% in online ads, the report found.
In the Amazon Business Pet Tech video, an ostrich, an alpaca, and a poodle wear what appear to be electronic collar-like devices and use them to speak in English at a meeting of Pet Tech executives. The ostrich kicks things off by telling the drivers, “Your translation device is working – well done!”
But when one of the executives asks the ostrich to say “peanut butter,” the bird refuses and begins an alpaca-jointed conversation about how the team can use Amazon Business to buy the supplies they need to grow their business while controlling expenses Theirs. (Meanwhile the poodle complains after an Amazon Business Buy page won’t let him buy 1 million dog bones.)
At the end of the video, the ostrich chirps one last time: “Hey everyone – peanut butter!” The video ends with laughter.
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