Kindle Paperwhite launches ‘Paper and Pen’ campaign via Tribal Worldwide Beijing + Amazon
Tribal Worldwide Beijing and Amazon China have launched a campaign for the e-reader Kindle Paperwhite. The campaign includes online videos, internet display ads as well as other channels. Through an interesting and fun story-telling approach, the online videos make Kindle Paperwhite’s features stand out in a sea of technology product ads and attract readers and parents.
The ‘Paper and Pen’ concept used illustrates the simplicity and user-friendly benefits of Kindle Paperwhite. Through live action shots of hand-drawn illustrations, combined with animation and handcrafted paper props, the benefits are brought to life in a unique manner.
This is the first campaign borne from the cooperation between Amazon and Tribal Worldwide Beijing, who won the business last December through a competitive pitch attended by several 4A agencies in China. Tribal Worldwide Beijing is tasked to initiate integrated marketing communications for Amazon Online Shopping & Kindle, as well as branding across Amazon China.
“We were impressed by Tribal team’s clear and solid understanding of Amazon’s distinctive company culture, as well as favorable team chemistry. We also like the passion and flexibility of the DDB team,” said Elaine Chang, Vice President of Amazon Global. “This ‘Paper and Pen’ campaign, co-created by Tribal and Amazon, is a refreshing take on advertising, and we believe it will help Kindle Paperwhite attract more attention and preference of Chinese consumers,” Chang added.
“Working with Amazon China is a great privilege. Amazon is a global brand of repute and its people challenge you on a daily basis to produce excellent, measurable work,” says Neil Holt, managing director of Tribal Worldwide and RAPP Beijing. “We are happy to be part of Kindle’s launch in China and look forward to working on a number of other projects going forward to help build recognition and reputation for Kindle, Amazon Online Shopping and the Amazon brand as a whole.”
Credits – Agency Management: Neil Holt, Rick Zhang, Qi Meng. Creative Directors: Tim Paradise, David Li. Copywriter: Inga Li. Planning: Phyllis Yip. Director: Luca Zanotto. Production Company: Troublemakers (Paris).