Campaign details

Brand: Amazon Prime Reading
Brand owner: Amazon China
Lead agency: McCann Worldgroup China
Country: China
Industries: Online retail
Media channels: Mobile & apps
Budget: Up to 500k

Executive summary

Chinese people are showing less interest in reading. Last year, 63% of Chinese citizens didn't read a single book. Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases from its Prime Reading website.

"No one ever reads a book. He reads himself through books…," said the Nobel Prize-winning French novelist and essayist, Romain Rolland. We applied this analogy to the campaign on World Book Day in China.

A social commerce campaign was launched, in the form of a data-driven mobile game that took people on an immersive experience, eventually leading them to a recommended book based on their personality. 2.17 million people played the game, and 14% of those clicked through to Amazon Prime Reading, generating a 69% increase in book sales during the campaign period for a total budget of USD$44,000. In addition, most of the books recommended to players also featured on Amazon's Top 10 Best Seller list.

Market background and cultural context