Customer comes first in Amazon ads

HHCL & Partners has developed the first UK advertising for Amazon, which highlights the internet retailer’s focus on customer service.

HHCL & Partners has developed the first UK advertising for Amazon,

which highlights the internet retailer’s focus on customer service.

The work asks consumers to: ’Show me three things, any three things, and

I’ll show you how Amazon thinks.’ The idea behind the slogan is that the

benefits of Amazon are so simple that you can relate them to any three

everyday objects.

The campaign includes four 30-second commercials, as well as press and

poster executions. The press and poster ads will support the retailer’s

auction service and its electrical goods service, zShops.

The TV slots show people filmed in moments of contemplation, thinking

about why they like Amazon in relation to everyday things.

One, for instance, shows a man on a river boat who sees a bridge which

reminds him of how Amazon connects him to the books he wants.

The ads were written by Chas Bayfield, art directed by Jim Bolton and

directed by Susie Uhlenbrock at Partizan. The press ads were

photographed by Paul Reas.

Media planning and buying are by Total Media.

Colleen Byrum, managing director of Amazon UK, said: ’At every stage of

creating this advertising, we went back to our customers for input. We

wanted to create a campaign that really sells the benefits of shopping

at Amazon, and time and time again, our customers were telling us that

they appreciated the high levels of service they received. We decided to

make this the focus of our advertising.’

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