Amazon Web Services 1st branded ad campaign
AWS launched its first large-scale advertising campaign centered thematically around Builders: individuals in startups and enterprises transforming their companies and reinventing industries by building innovative and impactful things with technology. The campaign launched in eight US cities with a media plan consisting of TV ads (live sports/cable news), out-of-home ads (airports, office elevators, public transportation stations), and online digital videos.
AWS Build On 0:30 broadcast spot
AWS Build On 0:15 web spot
Out-of-home (OOH)
To measure overall success of our campaign, we look to achieve ad breakthrough (e.g. do our ads get noticed) and messaging resonance (e.g. whether our intended messaging comes through). We conducted a diagnostics test to measure each TV and OOH ad against industry norms on their potential in achieving breakthrough, building interest, engaging viewers and communicating intended messaging. Those who saw our ads said that they were easy to understand and sparked their interest in learning more. The ads also made clear statements about building on, being innovative, and making businesses better.
Our ads were also the topic of four dedicated media articles (Seattle Times, Geekwire, Forbes, and Tech Target) and on social media where #BuildOnAWS social media handle generated 32K conversations/posts/retweets, reaching over 10.3 M people.
+81%
Largest website traffic lift came from the Houston market
74.5%
Average video completion rate from digital videos
JP & UK
We expanded the campaign overseas for broad geographic advertising coverage
2,500+
We surveyed respondents composed of Business Decision Makers, IT Leaders, and Developers for feedback and opinions