Amazon Ads, Code and Theory Zone in on SMBs in New Spot

Amazon Ads just launched its latest campaign highlighting the benefits of advertising on the platform to small- and medium-sized businesses (SMBs).

Made together with agency Code and Theory, the new spot depicts how these businesses, particularly those that sell services like health and fitness studios, can reach their customers with Amazon Ads.

Apart from these industries, the eCommerce platform hopes to gain attention among businesses within the automotive, travel & hospitality, and media sectors.

"Matches are made with Amazon Ads" shows that the e-commerce giant's customers can be reached with a few simple steps — all without needing to sell their products on Amazon Ads. 

This marks a milestone for the platform, having announced these benefits for the first time.

Amazon Ads Global Brand Lead of SMB Marketing Lucia Ying shared that Amazon Ads found success growing in a market "where other players have been very steady.

"With the help of Code and Theory, we’ve taken this campaign to the next level to show all small and medium businesses that Amazon Ads is there to help connect them with the right customers," she added. 

The spot serves as a follow-up to the brand and agency's "Ads That Work as Hard as You Do" campaign launched last year, bagging multiple awards from the Association of National Advertisers B2 Awards and more.

Code and Theory Creative Director Katherine Auguston expounded on last year's campaign that "made a huge ripple in the waters of SMB marketing," saying that adding a classical musical element sparked nostalgia, "which provided a fun, unexpected twist."

Business-to-business (B2B) marketing requires a solid strategy to become effective in increasing conversion rates that will ultimately drive revenue growth.

In the case of Amazon Ads, it successfully utilized video marketing, a trendy B2B marketing strategy, to provide an in-depth case study of its products and services to business owners. 

Amazon Ads Bring Customers to You

The 30-second spot, cascaded into short 15-second and seven-second adverts, kickstarts with a fitness studio owner singing Cheap Trick’s song "I Want You to Want Me" as she looks outside her window. 

Other Amazon users express their needs and desires to be part of a fitness studio: one man watches exercise videos on TV, wanting to move his body.

Two sisters open their package of gym attire, excited to use them. 

 

 

 

 

 

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Back to the fitness studio owner, she expresses her desire for her gym to be filled. This is why she registered a new account on Amazon Ads, which brings a flock of people to her doorstep. 

"Didn't I, didn't I see your advertising?" they sing. 

They then exercise together joyfully as the screen writes "Advertise without selling on Amazon," closing the spot. 

Previously, Amazon Business launched a pirate-inspired spot with agency Joint to tout its smart-buying tools. 

Editing by Katherine 'Makkie' Maclang