Amazon China turns everyone into 'Amazing Books'

Jenny Chan

Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases of its online books.

Campaign details

Award show: ROI FestivalAward category: Social marketingAward level: Grand PrixBrand: Amazon Prime ReadingBrand owner:AmazonCampaign name: 'Everyone is an Amazing Book' Agency: McCann Erickson Shanghai Industry category: Software and internet servicesRelease date: June 2018Budget:RMB 200,000-500,000Country: China

Background

It’s the age of the 'short-attention economy' in China where preoccupied consumers are either too caught up with work and social obligations, or too busy entertaining themselves on the internet. Their lives seem so full, yet they seem to have no time for reading a book. Reading is...

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