Cannes Lions

THE JOY OF READING

INITIATIVE, London / AMAZON / 2015

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Overview

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Credits

OVERVIEW

Execution

To tell the Kindle story and establish an authentic connection, we needed to become part of the drama. So we worked with the show’s producers to create a series of short :05, :10 and :15 vignettes that dramatized the pleasures of reading, using ‘cast members’ in period dress on the set of Downton Abbey.

Each vignette illustrated a different product benefit in a realistic use case on set -- such as the anti-glare screen under bright lights or the ability to scroll one-handed. The juxtaposition of new technology being used in a 1920s setting made the spots memorable.

Outcome

Amazon’s partnership cut-through the clutter of competitive noise to show millions of consumers that the Kindle can truly deliver the joy of reading. The first episode was seen by 10.7m individuals, and averaged 10.1m individuals across each of the 9 episodes, ultimately reaching 52% of ABC1 adults.

Also, (aided) sponsorship awareness was well above the norm (+41% for Kindle; +12% for Fire). This is exceptional given the norm is made up of long standing partnerships. Purchase intent among viewers and those aware of the sponsorship was also up significantly for Amazon Kindle and Fire (+31% for Kindle; +33% for Fire).

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