Do you still remember the joy you used to have reading?
The library you wanted to take home; reading under a tree in the sunshine. The story that was so exciting you stayed up all night to find out the ending.
A new TV commercial, launched by Amazon China for its Kindle e-reader products, was aired on 22 May in China, targeting people who love, and once loved reading.
The creative agency behind the integrated communication campaign is Leo Burnett Shanghai, who is cooperating with Amazon in China for the first time.
In China, peopleâ€™s reading habits have changed a lot in recent years. A couple of decades ago, many kids love reading and it was easy to immerse themselves in reading; however, when they grow up, hectic lives leave them little time to read, or just moments here and there. With so many other choices of entertainment nowadays, reading seems to have gradually become a thing they rarely do in their daily lives.
Rocky Hao, ECD of Leo Burnett Shanghai said, â€śThe brand purpose of Amazon Kindle is to let people enjoy reading at any time, enjoy the wonderful times when they immerse themselves into reading. 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.â€ť
Through this campaign, Amazon Kindle wants to refresh peopleâ€™s wonderful memories of reading when they were young, build an emotional bond with readers, and remind them that â€śthe passion for reading never endsâ€ť. Relevant social campaigns will also be carried out on wechat and weibo, to remind people who are watching on their phone â€“ do you still remember your love of reading?
Advertiser: Amazon China
BrandďĽš Kindle E-reader
Creative agency: Leo Burnett Shanghai
BiancaÂ Tam, business director
Lily Dai, account manager
Rocky Hao, executive creative director
Young Yang, associate creative director
Kyle Cai, associate creative director
Seven Wu, associate art director
Mike Mou, strategic planning director
Farrell Jiang, strategic planner
Ceci Tam, senior TV producer
ViVi Lu, print producer
Production house: Filmate Productions
Director:Â Brigg Bloomquist