Making Amazon Business the Procurement Partner of Choice
- ClientAmazon Business
- IndustryTech
- ServicesMarketing
- CapabilitiesCampaign Development
How Amazon Business told the world it keeps businesses moving
Enterprise procurement leaders don’t switch partners on a hunch. They switch on proof.
The problem wasn’t Amazon Business’s capability — it was perception. Too many buyers still saw “Amazon for offices,” not the full-service procurement partner actually built to deliver on speed, savings, and support at enterprise scale.
We didn’t argue the point. We built the proof: BikeSync, a fictional cycling business built entirely around the idea that Amazon Business keeps business moving. Every scene did double duty — a story enterprise buyers could follow, and a value proposition they could instantly recognize as their own.
The result wasn’t a campaign built for a moment. It was built for a buying cycle measured in months — designed to win consideration early, so conversion had somewhere solid to land.
Impact
In a concerted effort across creative, developing creative strategy and concepts the simple idea: Amazon Business keeps business moving was born. By building strong engagement early in the buying journey, the campaign lays the foundation for sustained pipeline growth and long-term business impact.
Designed for decision-makers
Our strategy hinged on proving that we understood our audience before asking them to change. Procurement leaders want progress, but changing systems puts their credibility at risk. Our main character, Dave, embodies that pressure and helps us earn trust by showing we understand the realities procurement leaders face behind every purchasing decision.
Putting Procurement in the Spotlight
Procurement professionals keep businesses running, but their work often goes unnoticed until something goes wrong. By putting these decision-makers at the center of the story, we bring empathy to their everyday challenges and show how Amazon Business helps lighten the load.
One Idea. Three Stories
Changing perceptions takes more than one message. We developed three complementary films, each focused on a different Amazon Business capability, creating a steady flow of stories that kept procurement leaders engaged while building trust in the brand's enterprise value.
Building the world of BikeSync
For the metaphor to resonate, the world we built had to feel real. We created BikeSync as a fully realized cycling brand, immersing our audience in a familiar culture that made Amazon Business's story feel authentic from the very first frame. Then we brought the entire campaign to life and shot the three films in just two production days.
BikeSync was never really about bikes. It was proof that Amazon Business keeps its promise, told in a language procurement leaders already trust: results, not reassurance.
The numbers back it up — 11.6x more lead forms, 3.2x more webinar registrations, 50% higher LinkedIn engagement. But the bigger shift is quieter: buyers who once saw “Amazon for offices” now see a partner built for their scale, their stakes, and their timeline.
Enterprise procurement doesn’t move fast. This campaign didn’t need it to. It just needed to be remembered when the decision finally came — and it was.
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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