Claude for Enterprise at AWS re:Invent 2024

Objective

Anthropic aimed to support its sales team and enhance awareness of Claude for Enterprise, leveraging high-visibility placements during the AWS re:Invent 2024 conference in Las Vegas. The goal was to target enterprise buyers of AI technology, positioning Claude as a unique and powerful generative AI solution for business innovation.

Strategy

The creative campaign combined static and video assets across strategically chosen venues, ensuring visibility in high-traffic areas frequented by conference attendees. A playful and witty tone emphasized Claude’s capabilities while adhering to restrictions against directly referencing AWS or the event.

Implementation

• Static Signage:
  Two airport placements and additional key locations featured clear, visually engaging messaging to drive booth traffic and brand awareness.

• Designs included both pane-style layouts for consistency and Saul Bass-inspired options for a bold, retro-modern look.

• Digital Video:
  Dynamic, sound-enhanced video loops ran on 22 airport screens and three large digital units at Planet Hollywood. Animated graphics combined with impactful headlines emphasized Claude’s innovative features.

Results

The integration of static and digital placements ensured maximum exposure to the diverse audience at AWS re:Invent. With cohesive design and strategic positioning, Claude for Enterprise was successfully showcased as a leading generative AI solution for enterprise innovation.

Key Takeaways

• Static Placements: Reinforced brand visibility in high-traffic locations with concise, engaging messaging.

• Digital Assets: Captured attention with vibrant motion graphics and sound, ideal for dynamic environments.

• Strategic Integration: Balanced static and animated formats to effectively reach and engage attendees.

Produced at The Gordon Agency