AWS shows off slew of big brand clients in new ads

Amazon Web Services launches first major Aussie campaign as cloud adoption grows Down Under.

Amazon Web Services launches first major Aussie campaign as cloud adoption grows Down Under.

From The Iconic to Target, Canva and YouFoodz, Amazon Web Services’ first major ad campaign Down Under features a slew of top Aussie brands. Launched on Sunday, Amazon.com’s AWS cloud platform rolled out its first big campaign in the Australian market, highlighting how AWS helps Aussie businesses innovate and transform.

Part of a global campaign that kicked off in the US, the Curiosity Kid brand campaign is made up of the My Highlight and The Best Thing ads that spotlight different features of AWS.

AWS ANZ managing director Rianne Van Veldhuizen said she hoped that expanding the campaign into Australia would educate and excite local brands about the potential of cloud technology.

“The campaign has run successfully over the past 12 months in the US, UK, and Europe,” she said.

“Now, we want more Australians to understand that with AWS they can solve some of the biggest challenges in society, reinvent customer experiences, and expand their businesses.” As cloud adoption continued to grow in Australia, Ms Van Veldhuizen said by “leaning into authentic and awe-inspiring moments”, the campaign demonstrated the unique customer experiences AWS clients created, and showcased how its cloud technology made them ­happen.

The campaign marks AWS Australia’s first foray into mass advertising, launching across all major TV channels, radio, social, digital, PR and marketing activity.

Prior to this, AWS Australia focused its marketing efforts on digital and social, and supporting customers and partners one-on-one through marketing and sales teams, as well as an annual AWS ANZ Summit.

The My Highlight ad shows how AWS uses data to power customer choices for businesses such as Target, Jim’s Mowing and Swimming Australia, while The Best Thing illustrates how AWS powers innovation for brands like The Iconic, Canva and YouFoodz.

The brands in the ad are shown in various ways such as a family enjoying a YouFoodz meal and perusing a web page of The Iconic on a laptop before the kids hop on the not-for-profit meditation app Smiling Mind to wind down.

And just in case you missed any of the brands, the campaign ends with a quick scroll through a list of some of the companies it works with.

End shot in ad shows some of the big brands AWS has on the books.

Globally, the campaign — created by London-based creative agency Joint and director Jake Scott — features big-name brands like F1, Pinterest, LG, McDonald’s and BMW.

AWS launched in the US in 2006 from the internal infrastructure that Amazon.com built to handle its online retail arm and aims to give businesses and brands tools such as compute power, database storage and content delivery services.

The service landed in Australia in 2012.

It’s a timely campaign release, with a recent LinkedIn survey revealing 90 per cent of marketers recognised brand building as just as important to driving long-term revenue growth in business to business (B2B) as it is in consumer marketing.

Ms Van Veldhuizen said AWS identified an appetite for bolder creativity in how the industry communicated with the world.

This is demonstrated with the Curiosity Kid campaign seeking to provide a new approach to B2B storytelling and engagement by offering a different way to help drive AWS’s brand recognition and reputation among its target audience of IT and business ­executives.

The brands in the ad are shown in various ways such as a family enjoying a YouFoodz meal and perusing a web page of The Iconic on a laptop before the kids hop on the not-for-profit meditation app Smiling Mind to wind down.

The campaign, which featured in the Commonwealth Games broadcast on Seven and will run until December, is just the beginning of the online service championing the stories of customer success and innovation, according to former long serving IBM exec Ms Van Veldhuizen.

“The impact our hundreds of thousands of active customers have had on the daily lives of Aussies has been immense and we’re excited to share our story and brand with more Australians,” she said.

On how AWS will measure the success of the campaign, the brand will be driving audiences to its campaign landing page where businesses will be able to learn more about how major Australian organisations have used AWS cloud technology to transform their business.