Amazon Ads launches 'Make Media Magic' campaign in Australia

Amazon Ads has launched a new advertising campaign called "Make Media Magic" across Australia aimed at reinvigorating creativity in media planning among marketers.

The new campaign is designed to capture the attention of experienced marketing professionals who may feel fatigued by a marketplace crowded with similar digital advertising platforms. Amazon Ads positions its offering as a departure from conventional solutions, providing a full-funnel advertising suite with access to both Amazon's properties and the broader web, leveraging premium third-party ad inventory and extensive audience data.

Amazon Ads had previously introduced Prime Video ads in Australia, giving brands access to large audiences through premium content. The company now believes that integrating advertising activity across multiple channels and optimising the entire marketing funnel holds the key to achieving greater advertising efficiency and effectiveness, rather than focusing solely on incremental improvement in individual channels.

The "Make Media Magic" campaign was developed in partnership with Anomaly and is built around relatable scenarios for seasoned marketers. Amazon Ads has crafted a central 65-second film for the campaign, depicting the story of a marketer who has grown disillusioned with industry routines. The narrator details her journey in rhyme; after years in the industry, the protagonist is prompted to try Amazon Ads, which revitalises her approach and enthusiasm for marketing.

The film is accompanied by a 30-second advertisement and three 15-second spots. The shorter advertisements each highlight specific aspects of Amazon Ads, focusing on the platform's premium third-party ad supply, the vast volume of audience signals, and its full-funnel capabilities. The campaign makes use of digital video, high-impact display, social media, and will feature placements in venues such as Amazon Ads Streaming TV, online video, and device media.

An Amazon Ads spokesperson stated: "This campaign is a rallying cry for marketers who are looking to make media magic. Amazon Ads offers more than just media; we offer an expansive canvas that captivates audiences from first glance to final click. We want marketers to know that creating an innovative and high-impact media plan isn't too good to be true; it's what we make possible every day through Amazon Ads."

Dan Shapiro, Group Creative Director at Anomaly, offered insights into the campaign's creative direction. "The team at Amazon Ads always pushes us to uncover real insights about their customers' lives," he said. "So even when the brief is about niche marketing tools, the goal is to tell a story that speaks to the reality of marketers who are tired of the same old plug and play media plans. This spot, along with everything else we're rolling out this year, is about showing how Amazon's unique ad features can bring a little magic back into the marketing grind."

The campaign will be rolled out not just in Australia, but also in the United Kingdom, Germany, Italy, Spain, and France. The initiative reflects an effort by Amazon Ads to change perceptions of digital advertising, providing marketers with new tools and ideas intended to enhance strategic planning and campaign creativity at multiple consumer touchpoints.