Amazon Business was launched in the US in 2015 to provide a more comprehensive solution to the procurement needs of medium to large (>$25m) enterprises. Beyond the benefits expected of an Amazon service, such as wide-ranging choice, good value and speedy delivery, Amazon Business offers procurement professionals a smarter way to buy, enabled by data-driven features like spend-management and buying analytics. Despite these advantages however, only 3% of buying professionals had any idea it existed by the start of 2023. And those who did had trouble differentiating its value proposition from Amazon. We were briefed to make Amazon Business famous in its own right amongst the business community, boosting awareness and explaining what set the brand apart.

Rome in a Day, the 30” TV spot at the heart of our campaign, takes an age-old origin story - a parable of growth, achievement, and the value of time - and turns it on its head. Tasked with delivering the construction of one of history’s great wonders, our hero - Rome’s founder - turns to Amazon Business and its suite of smart buying tools to streamline procurement and make light work of such an immense challenge. We look on as, with the help of key product features like guided buying, scheduled deliveries and spend analytics, he conjures a glistening metropolis of marble out of thin air - and all before sunset. With a deft allegorical touch, the film breaks free from well-worn category tropes to establish in very human terms what Amazon Business is and why it matters.

Buy Smarter. Dream Bigger made an immediate impression, with Rome In A Day recognised by Campaign as their ‘ad-of-the-day’. This initial impact translated into a raft of significant business effects: - Traffic to Amazon Business’s website increased to 240k monthly visitors, an 8.6% increase compared to before the campaign. - Amazon Business’s association with being a ‘strategic partner for business’ climbed 1800bps. - Unaided awareness climbed by 552bps and 516bps respectively across medium and large enterprise audience segments. Consideration also improved, with 4 in 5 procurement pros surveyed now saying they’d think about choosing it as a supplier. Intent to buy from Amazon Business over a 3-month horizon climbed by 772bps. For confidentiality reasons, Amazon won't share sensitive commercial & financial data, but the campaign’s ROI outstripped Amazon’s own, stringent, internal performance benchmarks by 100%.