Amazon Business uses ‘talking’ animals in marketing campaign

Hyeyoung Moon, Global Head of Marketing, Amazon Business

Already the fastest growing unit of Amazon.com Inc. with more than $25 billion in annual gross sales, Amazon Business is poised to win more hearts among shoppers and purchasing managers in the both small and large companies. Last week, he launched “Buy Smarter. Dream Bigger.” as its first major multi-media marketing campaign, featuring a fictional maker of pet devices that translate animal sounds into English.

Hyeyoung Moon, global head of marketing at Amazon Business, says the campaign is designed to promote Amazon Business as easy to use in a way that “frees up business leaders to focus more on their business and their assignment”.

“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 buy smarter,” she said in an email response.

The campaign, run by ad agency BSSP in association with Biscuit Filmworks, will run nationwide through November. The campaign will be supported by complementary creative materials through national radio, digital assets and outdoor imagery placed at airports and other locations in “key markets like Los Angeles, New York and Chicago,” a doorman said. -word. Public relations firm Walker Sands is also supporting the social elements of the campaign.

By emphasizing humor, the campaign responds to recent findings that many consumers and businesses expect brand marketing to be fun.

People remember funny commercials

A recent report from enterprise software vendor Oracle Corp. and author/podcaster Gretchin Rubin, for example, revealed that 91% of people around the world prefer brands to be fun in their advertising. Additionally, it has been found that 90% are more likely to recall humorous advertisements. But only 20% of brands say they use humor in offline ads, 18% in online ads, according to the report.

In the Amazon Business Pet Tech video, an ostrich, alpaca, and poodle wear what appear to be electronic devices as collars and use them to speak in English at a meeting of Pet Tech executives. The ostrich kicks things off by saying to the leaders, “Your translation device is working – well done!”

But when one of the executives asks the ostrich to say “peanut butter”, the bird refuses and instead strikes up a conversation joined by the alpaca about how the team can use Amazon Business to purchase the supplies she needs to grow her business while controlling her expenses. . (The poodle, meanwhile, 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 in laughter.

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William L. Hart