A National Security Story for the New High Ground
Amazon Leo Government is entering a market where credibility is earned and every claim is tested, so the campaign had to show that Leo understands the warfighter’s world, not just the technology. It is built on one idea: Go above. Go beyond. Using Leo’s connected landscapes, the creative links land, sea, and air into a single view to show connectivity across every domain. Across AXIOS, Defense News, Army Times, and AUSA’s Army Magazine, the creative adapts to each placement as the messaging moves from resiliency toward information acceleration and decision dominance.
Results That Beat the Benchmarks
In its first six weeks, the campaign earned more than 2.6 million impressions and nearly 3,900 clicks. Its click-through rate ran nearly double the top of the industry benchmark. Display, newsletter, and event placements all performed above benchmark.
impressions in the first six weeks
the industry benchmark for click-through rate
ad families created for print and digital
Taking the Message to the Pentagon
In October, the campaign moved from the screen to the station. A 15-second Amazon Leo Government spot ran in the Pentagon metro station in Washington, DC. Defense leaders, service members, and civilians pass through it every day, and the ad reached them on their commute, one stop from the decision makers.
A Landing Page Built for the Mission
The National Security landing page turns the campaign’s promise into a clear next step. It carries the same message through the hero, then organizes Leo’s value around six mission priorities: resiliency, information acceleration, CJADC2, C5ISR, performance, and security. One primary action, “Stay up to date,” keeps the path from awareness to engagement short. A companion Army page and AUSA-specific ads extend the campaign to the audiences closest to the mission.
