Case Study: Amazon Web Services
Lagging market share. Lack of credibility. What’s a leading cloud company to do?
Amazon Web Services (AWS) is the world’s most comprehensive, broadly adopted and reliable cloud platform. Yet despite being trusted by millions of active customers around the globe, they had little credibility with enterprise C-Suite decision-makers who were more comfortable with known, yet inferior, rivals. Though technologically superior in every way, AWS was consistently losing market share to these embedded cloud providers.
Enterprise decision-makers don’t care what the cloud is made of. They care what the cloud can help them achieve.
Following months of extensive qualitative research, we found what was actually important to enterprise executives. They cared less about constantly changing features and more about how cloud computing could help them build for the future, fight off disruption and lead in their respective industries.
Inspire enterprise customers to dream big and “Build On.”
In our multiplatform global brand campaign, we built awareness by connecting emotionally to decision-makers, a complete 180 from the dry, rational approach taken by the rest of the industry. We spoke to the doers, dreamers, makers and innovators inside every company, aka, the “Builders.” And we empowered these Builders with the help of AWS by focusing on the solutions they were trying to implement. Our campaign included network TV, digital and social, and billboard domination in every major airport and travel center in North America and Europe, including New York, Houston, Chicago, Berlin and London. The effort achieved double-digit shifts in awareness and perception in those markets, while solidifying AWS’ leadership position in the cloud.