Making Amazon Essential for Every Ad Buy
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Background
Amazon Ads’ first ever global, 360° campaign was a true statement of intent. Titled “Your brand. Their world.” The work spanned digital video, out-of-home, audio, social, and display to further establish Amazon Ads as a powerful new player in the advertising solution space. Building on our recent rebranding efforts, ‘Your brand. Their world.” offered a vivid look at the impressive way Amazon can help connect customers and brands.
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A Global, 360° Campaign
In the end, this paean to the power of brand advertising showed how Amazon Ads’ immersive touch points can help marketers meet consumers in their moment and play a seamless part in their passions.
Unlike anything Amazon Ads had ever done before, Code and Theory created this campaign used striking visuals and idiomatic language to speak to marketers and agency professionals — stripping away metrics and marketing jargon to focus on the recognizable worlds and real people their brand could reach.
The campaign represented a big opportunity to reorient Amazon Ads, moving their creative output away from product-forward messaging and towards immersive, impactful campaign-level thinking. We weren’t showing or selling product search and display ads; we were telling an ambitious story about the types of brands Amazon can serve, including aspirational, non-endemic industry leaders like 20th Century Fox, Mitsubishi, Mastercard, and more. Amazon Ads showcased that they can reach customers when they're streaming, gaming, listening and reading through their well-established properties like Twitch, Fire TV, Prime Video, Amazon Music and more.
In this way, “Your brand. Their world.” offered its audience an entirely new perspective on brand advertising — even as it maintained a core tenet of Amazon’s outlook: putting customers first.
In the end, this paean to the power of brand advertising showed how Amazon Ads’ immersive touch points can help marketers meet consumers in their moment and play a seamless part in their passions.
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What We Did
Out of Home | “Your brand. Their world.” played at the center of the advertising universe — taking over the Times Sq. Spectacular, Marriott Marquee, Hudson Yards, Link NYCs, and bus shelters around the city during Advertising Week.
Display Banners | We splashed display across popular digital spaces, from Adweek to Spotify to Rolling Stone.
Social Media | And across social, we showed what separates Amazon Ads: a chance to connect in the moments that matter.
