The Campaign

Books and knowledges are like the light which shows us the wisdom and direction, reading is exactly a trip of chasing the light. We take the theme of #love reading, chase the light# and use the art of light and shadow to present the process of growth brought by reading, comparing the black-and-white world of light and shadow to Kindle's black-and-white reading experience which is pure and wonderful. We use daily necessities as props to create a sharp contrast with the shocking visual experience, giving people a stunning sensory feeling.

Creative Execution

In this case, we cooperate with installation artists to create the core content - the art of light and shadow. We turn various daily necessities and small parts (such as pins, books, compasses, dismantled Kindle equipment, etc.) into props, which are placed in a fixed position after precise measurement and calculation. We arrange a train equipped with a LED light travels along a fixed path between the props. The moving lights will project the props onto the walls around it, create a rich and varied scene. We use this form of expression to create a complete story, to explain the amazing experience of reading and the human growth in the process of reading.

Results

All video playtimes during the activity campaign reach 17.6 million. Social platform: the total coverage is 159 million people, with total clicks of 31.5 million. Online exposure: the total coverage is 94.2 million people, with total clicks of 6.1 million. Sales of Kindle products during the campaign period were 124% of the average sales volume in the previous three months.

The Kindle e-book reader has many great experiences with product functionality, such as mass storage, lightweight shapes, comfortable eye screens, etc. However, because of lack of experience, these advantages are not well-known to many readers compare to reading via smartphones. Through the unique lighting and shadow art installation experience, we attract people to understand the function of the product and experience it firsthand and sell it directly. And we spread the special offers information of the activity period through online channels, to trigger the purchase.

The self-improvement of reading is compared to chasing the light, and the light and shadow art is used to interpret the world of reading and the impact of reading on people. In the context of mobile entertainment replacing reading time for people, especially young generation, Kindle hopes to arouse people's awareness of reading through this event. The main audience is all the young people who like new things, new experiences and literary temperament, including the Kindle fans (Kindler) who have always followed. At the same time, the target audience also includes more targeted readers - all those who love and have a passion for reading. This segment of the population constitutes the audience and potential audience of the Kindle. We need to arouse their attention through this marketing campaign, arouse the importance of reading and emotional resonance, and then promote the Kindle device attention and purchase rate.