Amazon Prime Reading: Everyone is an Amazing 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.

Campaign details

Brand: Amazon Prime ReadingBrand owner: Amazon ChinaLead agency: McCann Worldgroup ChinaCountry: ChinaIndustries: Online retailMedia channels: Mobile & appsBudget: 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 throughbooks…," said the Nobel Prize-winning French...

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