Amazon Web Services launches global ‘Curiosity Kid’ TV campaign in Australia via Joint, London
Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign in Australia celebrating local organisations, developed by London-based global creative agency Joint.
Some of Australia’s well-known organisations are making their mark on the world map. From YouFoodz, to Smiling Mind, and Swimming Australia – they all have one thing in common: they all leverage the best in technology innovation to scale and succeed globally. Powered by Amazon Web Services (AWS) cloud, they’ve built customer trust and strengthened perceptions of their brand – both in Aussie homes and abroad.
Part of a global campaign, featuring customers including F1, Pinterest, LG, McDonald’s, Taco Bell, GE, Hulu, BMW and more, the “Curiosity Kid” highlights how AWS enables powerful innovation in our everyday lives. The videos demonstrate a range of different interactions with the AWS customers through the amazed eyes of children who proclaim, “How is this possible?”. The answer is ‘AWS is how’.”
This campaign marks AWS Australia’s first foray into mass ATL advertising on all major TV channels (and its respective multi channels), social, and digital.
Spurred by innovation that emerged from the pandemic, the B2B sector powers a large part of our world’s economy and is growing quickly. There is an immense appetite for creativity in how the industry communicates with the world. In a recent LinkedIn survey, 9 in 10 marketers recognised that brand building is just as important to driving long-term revenue growth in B2B as it is in consumer marketing. And the Aussie B2B marketers are stepping up – almost all (95 per cent) reported growing “creative confidence” and are more confident with producing creative campaigns.
AWS’s Curiosity Kid demonstrates just that – a bold new approach to B2B storytelling and engagement. It’s a unique way to help drive AWS’s brand recognition and reputation among our target audience of IT and business executives.
Says Rianne van Veldhuizen, managing director Australia-New Zealand, Amazon Web Services (AWS): “AWS Australia is proud to play a key role in helping homegrown, local brands start, grow, and expand globally. By powering the digital infrastructure that enables them to innovate and scale, our customers can focus on what they do best. The impact our hundreds of thousands of active customers have had on the daily lives of Aussies has been immense and we’re excited to share our story and brand with more Australians, demonstrating how the world’s most comprehensive and broadly adopted cloud platform is helping Aussie organisations succeed. Curiosity Kid is just the beginning for us and we will continue championing the stories of our customers’ success and innovation.”
Creative Agency: Joint, London
Production Company: RSA Films
Director: Jake Scott