EVERYONE IS AN AMAZING BOOK

TitleEVERYONE IS AN AMAZING BOOK
BrandAMAZON
Product / ServiceAMAZON PRIME READING
CategoryB04. Personalised Campaigns
EntrantMcCANN SHANGHAI, CHINA
Idea Creation McCANN SHANGHAI, CHINA

Credits

Name Company Position
Robert Reilly Mccann Worldgroup Global Creative Chairman
John Mescall Mccann Worldgroup Global Executive Creative Director
Sheena Jeng Mccann Worldgroup Chief Creative Officer
Ivan Zhang Mccann Worldgroup Senior Creative Director
Ronald Gan Mccann Worldgroup Associate Creative Director
Zhang Xinyi Mccann Worldgroup Creative Group Head
Jiang Qiong Mccann Worldgroup Senior Art Director
Zheng Runny Mccann Worldgroup Copywriter
Zeng Shirley Mccann Worldgroup Copywriter
Zhang Suzzane Mccann Worldgroup Head of Planning
Zhang Linlin Mccann Worldgroup Social Planning Manager
Zhu Joy Mccann Worldgroup Deputy General Manager
Li Ray Mccann Worldgroup Associate Account Director

Background

Today,China has become the world’s second largest economy, but reading rates are one of the lowest in the world. 63% of Chinese adults didn’t read a single book last year. Amazon hosts its World Book Day for its Prime Readers, but we wanted to inspire Chinese people to read again, even if they have no media budget. The main goal of the campaign was to generate social media exposure. As Prime Reading’s new online service was not well known, spreading awareness of the service was essential to the campaign.

Describe the creative idea (30% of vote)

Our creative idea is “Everyone is an amazing book!” We used the Myers-Briggs Type Indicator (MBTI) test of 16 personalities and matched them with 16 must-read book titles. We created an awesome Role-Playing Game, every choice the player makes reveals more about them. The system matched the player with a unique book title and a personalized poster, inspiring the player to learn more about themselves, purchase a new book and enjoy it immediately.

Describe the strategy (20% of vote)

Data shows that Chinese people don’t read many books. Reading rates in China are far behind developed countries. How do we find what makes reading exciting to a given individual and excite young people who might not read books? Reading books is reading yourself, and you are amazing! Since our starting point was ‘reading people’ not ‘reading books’, we used questions inspired by the Myers-Briggs Personality Test (MBTI) to discover the user’s personality. In the application’s magical library, users would answer questions leading them to the end, where they could easily sign up for Amazon Prime.

Describe the execution (20% of vote)

On the mobile app Wechat, we designed a virtual library (a HTML5 game). In this immersive environment, the participant answered questions that aimed to stimulate self-discovery and self-reflection. At the end, a book is revealed to the participant that shows a hidden aspect of their personality. For each of the 16 MBTI types, a book was chosen that matches its personality. Through the user’s personal journey through the magical library, they found a book that suits their inner personality. The books featured in the campaign rose quickly up the best seller list on Amazon China.

List the results (30% of vote)

Within 6 hours, the campaign had reached over 1 million people. The campaign had a reach of 27 million PV and 2.17 million UV. With a small budget of just USD 90K the average cost per user was just 0.009RMB (0.0013USD). There was wide media exposure, USG, and consumer shares. Average time spent was 3 minutes 42 seconds, with a bounce rate of only 5.06%. 6 books from the campaign entered the top 10 best sellers on Amazon China. The campaign generated real and measurable change.

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