Some book lovers turn up their noses at e-readers—but only because they haven’t experienced the real deal. They may love the tradition of good, old-fashioned paper. They might think that reading on a tablet is e-reading. Or maybe they’ve never even held a Kindle Paperwhite in their hands.
For the launch of Amazon’s latest Kindle Paperwhite, the Kindle marketing team partnered with advertising agency Wong, Doody, Crandall, Wiener (WDCW) and relied on trial and testimonial as powerful conversion tools. They created a ‘pop-up’ living room in the middle of iconic New York City locations where real book lovers tried the Kindle Paperwhite for their first time. Using hidden cameras, their genuine reactions were captured and the resulting spots showcase real-world book lovers reveling in the new Kindle Paperwhite features, and the knowledge that it’s the best device for reading, period.
“Watching real book lovers get caught up in a book in the streets of Manhattan was fun enough. But to see them converted on the spot, with all of the distractions around them, was really exciting,” noted Tracy Wong, Chairman/Executive Creative Director of WDCW.
Amazon is working with WDCW to develop this global advertising effort to launch the Kindle Paperwhite in the United States and across the UK and Germany. The first spot in the campaign rolled out on September 16 with additional spots set to break in the following weeks.