Amazon Kindle attempts to reawaken childhood love of reading in China
As the sale of e-readers plummets around the world in favour of traditional books, Amazon is attempting to gain ground in China with a new campaign for its Kindle.
The global e-commerce giant has launched a television commercial targeting Chinese adults who have long since put aside their love of reading as the smartphone becomes the most dominant entertainment medium.
As part of the first campaign by Leo Burnett Shanghai for Amazon, the commercial shows three young children spending their early years immersed in books. The campaign then shows their adult counterparts using a Kindle either on-the-go, in a cafe or while camping under the stars.
The campaign voiceover chimes: “The good times you spent reading under a tree can now be enjoyed anywhere… The passion for reading never ends.”
Leo Burnett Shanghai’s executive creative director Rocky Hao said: “The purpose of Amazon Kindle is to let people enjoy reading at any time. So our job is to go back to the original purpose of Kindle brand, to revoke and remind people who used to love reading when they were young, deep down they have never lost their passion for reading.”
The campaign’s media brief is being handled by MEC Shanghai. As well as the television commercial, the strategy also consists of messages posted on WeChat and Weibo to remind people who are on their phones to remember their love of reading.
Credits
Advertiser: Amazon China
Brand: Kindle E-reader
Creative agency: Leo Burnett Shanghai
Business director: Bianca Tam,
Account manager: Lily Dai
Executive creative director: Rocky Hao
Associate creative director: Young Yang
Associate creative director: Kyle Cai
Associate art director: Seven Wu
Production house: Filmate Productions
Director: Brigg Bloomquist
Seem to remember this campaign winning a lot of awards some 12 months ago. At that time though it was the PR agency that was getting all the plaudits. What’s changed? Feels like exactly the same concept and idea?
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