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.


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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing