Amazon - New Kindle Launches

Amazon - New Kindle Launches

Kindles for Christmas

Launching a fleet of new Kindles in the US and across Europe

Walrus handled the television, print and outdoor for the launch of a series of new Kindles for Amazon, the Kindle Touch, Kindle and Amazon's first tablet: the Kindle Fire.

The Fire represented the first real competitor to Apple’s iPad, not because of the hardware but because of the software. Unlike the HPs and Samsungs of the world, Amazon was and is an established purveyor of digital content with a huge marketplace already intact. We wanted to be sure that consumers made this connection when the device was introduced.

This launch included the introduction of e-readers across the UK, France, Italy, Spain and Germany.

Responsibilities

Strategy • Creative • Production

When you receive a box from Amazon, it's exciting. In the TV spots, we wanted to draw the connection between that feeling and the joy that comes from using the Kindle Fire.

While Apple advertising focused on the design of the device itself, we focused on Amazon's unparalleled selection of content.

Transit takeovers spread across the US and Europe.

Results