CONTENTCOMPANY INTRODUCTION
CAMPAIGN STRATEGY
CAMPAIGN EXECUTION
TEAM & FEES
Q&A3A GLOBAL DIGITAL MARKETING LEADERSolving local challenges takes global experienceLONDON, UK
MILAN, ITALY
WARSAW, POLAND
KRAKOW, POLAND
JOHANNESBURG, SOUTH AFRICA
CAPE TOWN, SOUTH AFRICAKANSAS CITY, MO
ATLANTA, GA
BOSTON, MA
CHICAGO, IL
KALAMAZOO, MI
NEW YORK, NY
SEATTLE, WA
WHITE SALMON, WA
BOGOTÁ, COLOMBIA
SÃO PAULO, BRAZILBEIJING, CHINA
SHANGHAI, CHINA
GUANGZHOU, CHINA
SINGAPORE
TOKYO, JAPAN
MUMBAI, INDIA
JAKARTA, INDONESIA
SYDNEY, AUSTRALIAwith major operations on five continents
and more than 1,300 employees. A Unique Team of Digital Marketers Marketers who have managed some of the world’s biggest brands in China
Digital media operators who have built and led some of China’s largest digital media operations
Digital technical specialists who have built some of China’s most complex digital platforms: SNS, social games, mobile games, etc.
Digital creative talent & innovators who have driven China’s digital engagement from the very beginningChris Tung CEO Previously Marketing VP PepsiCoYi-Chung Tay COO Previously Marketing VP PepsiCoKevin Zhu Business Director Previously Account Director TencentGao Da Yong CTO Previously Founder of FlashEmpire.com
Tony Yang VP Strategy Previously Marketing Director PepsiCoFreddie Yuan CCO Previously OgilvyOne JWT Saatchi & SaatchiAllen Li ECD & Partner Previously Can Create Tribal DDB OgilvyOneJeff Yan Managing Director Previously Marcom Head BMWWe Solve Marketing Challenges for Brands & BusinessesHow does digital fit into the marketing mix?
How to engage consumers with digital programs?
How to activate social media to increase SOV?
How do we turn consumers into advocates?
Which digital media to partners with? How to use?
How to maximize digital media efficiency?
How to integrate online & offline?The Brands We Work WithTECHNOLOGYMEDIACREATIVITYSTRATEGYINTEGRATIONOther agencies just talk about it, we do it
Bringing creativity into concepts, technologies and media applications
Moving beyond media buy-sell, to media innovations
Using technologies to transform ideas into digital experiencesINTEGRATEDEXPERTISEStrategy & Planning
Brand & Product Strategy
Marketing Planning & Communications Planning
Digital Strategy
Site & Campaign AnalyticsCreative
Integrated Marketing Concepts
Digital Interaction & Experience
Social Media Creative Content
Video Creation & Production
Animation & IllustrationTechnology
Mobile Platforms
O2O Digital Experience
Backend Data Platforms
Social Connectivity
Social CRMMedia
Media Strategy & Planning
Media Negotiations & Buying
Media Innovation & Collaboration
Real-time OptimizationProgram Management
Project Management
Planning & Roadmap Development
Resource Management
Risk MitigationSocial
Content Strategy
Tactical Campaign Planning
Social Listening
Real-time ResponseUser Experience
Information Architecture
Interaction Design
Mobile Experience
UX OptimizationCONTENTCOMPANY INTRODUCTION
CAMPAIGN STRATEGY
CAMPAIGN EXECUTION
TEAM & FEES
Q&ABRIEF RECAPOUR TAKEAWAYS
Positioning Kindle as an reading leader and to improve overall Amazon image
Drive sales of both Kindle device and content as whole eco-systemBRAND VISION:
Kindle is the best way to read e-books and will help people do more reading.DeviceKindle / Kindle paperwhite / Kindle VoyageKindle APPPC, Mac, iOS mobile, and Android mobile Kindle Books on Amazon.cnOver 160,000 books available online from our bookstore with over 60,000 imported books Kindle EcosystemRecruit light readers to grow Kindle in China12Prime Prospects:
Source of near-term growth and representative of brand user imagery to influence light readersShort term objective:
Kindle users: Engage them to be loyal customer and reading more
Non-kindle users: Acquire them to be Kindle user and buy more e-books from Z.cn and KORStrategic target:
Potential consumer for long-term growth
Long term objective:
Recruit more potential customer by reigniting Chinese consumer’s passion on reading from both device and content benefits A huge market opportunity
But a big challenge
Paper book?
Other e-reading device?
Or …?Less reading of Chinese compared with other countries?14Data source: China Academy of Press and Publication 2012 “在中国旅行时发现，城市遍街都是按摩店，而书店却寥寥无几，中国人均每天读书不足 15 分钟，人均阅读量只有日本的几十分之一，中国是典型的“低智商国家”，未来毫无希望成为发达国家！”
大前研一6.741064ChineseKoreanIsraelAverage books read per year (2012)Chinese spent 114 minutes on reading everyday, But 72.5% time spent on fragmented reading15114 minutes Data source: China Academy of Press and Publication 2012 72.5%
time spent on fragmented readingKNOWLEDGE
知识KNOW
知道Passively receive information
Conclusion acquiring without systemic thinking (Titlism)replaced byIMAGINATION
想象IMAGE
图像There are a thousand Hamlets in a thousand people's eyes.There is only one Harry Potter in million’s people's eyes.replaced byWords reading ability decreased with visual content flooding CREATE
创造COPY-PASTE
复制replaced byMost hot topics are meaningless and fast changingEveryone deals with the tension everydayKNOWLEDGE
知识KNOW
知道IMAGINATION
想象IMAGE
图像CREATE
创造COPY-PASTE
复制Actively Pursuing
to maximize inner pleasurePassively Receiving
but empty insideDEEP READING is the most simple way to maximize your experience YOU ARE WHAT YOU READ IN DEEP READINGAnd Kindle promise you to enjoy deep reading ANYTIME ANYWHERE and READING MORE21Glare-free touch screenUncompromised battery lifeBuilt-in light1000 books in pocket and read with one handSo we need to strengthen Kindle appeal in fragmented reading time22Reading on-the-go
在从大望路到西单的30分钟体验一段穿越世纪的爱情
1000 books in your pocket and read with one handReading on the bed
在黑暗中阅读《小王子》，陪着他在不同星球冒险
Built-in lightReading in airport
飞往耶路撒冷的10小时飞行，浓缩了《耶路撒冷三千年》的荡气回肠
Glare-free touch screen and uncompromised battery lifeA simple yet powerful communication23CATCH potential consumers in fragmented reading moments ENGAGE in Kindle’s deep reading experiences(device + content) to reignite their reading passionCreate Sharable and buzz-worthy experience sharingTo sum up, the way to grow Kindle in China 24WHOWHATHOWLight readers who spent more time on fragmented reading are our potential consumersYou are what you read
We need to reignite their passion on deep reading with the claim of…
…in any fragmented reading occasion and moments by using…
Contextual marketing
Past directions worth continuingEasy and smart way to communicate functional benefitMedia innovation and co-branding to increase brand preference and product experience and also get earned media voiceMaintain socially active on weibo and wechatSome improvements by learning from past campaignsIntegrated message across thematic and promotion campaigns, online and offline
Move beyond media buy, innovations on contextual marketing
Energize Kindle fans, create dialogue deepen the brand relationship, and let them bring new users closer
Marketing Kindle as a friend rather than device, move to emotional communication from pure functional communication
CONTENTCOMPANY INTRODUCTION
CAMPAIGN STRATEGY
CAMPAIGN EXECUTION
TEAM & FEES
Q&A我们活在一个什么样的世界？
如果你是学生，你的世界是学校和课堂
如果你是主妇，你的世界是家庭和厨房
如果你是老板，你的世界是公司和生意
…….
但是，这只是你已知的世界。
作为学生的你，不知道草原狼荒野求生的世界
作为主妇的你，不知道南北极天寒地冻的世界
作为老板的你，不知道耶路撒冷三千年前的世界
这些你所不知道的世界，皆可从书中读出！What does the world we live in look like?
If you are a student, your world is your school and class;
If you are a housewife, your world is your family and kitchen;
If you are a boss, your world is your company and business
…….
But it is only the world you’ve known.
As a student, you do not know the world of a coyote surviving in the wildness;
As a housewife, you do not know the world of cold and freezing south
and north poles;
As a boss, you do not know the world of Jerusalem 3,000 years ago.
All these worlds you do not know can be read from books!This is how reading casts its magic
这就是阅读的最大魔力深入未知世界
Into The Unknown Worldbranding kvSummer Promotion KV Back to School KV National Day Promotion KVNew Year Promotion KV 360°banner
USE PC&Mobile To Facilitate ExperienceUse pop-up book in offline channels to trigger event dissemination.
在线下渠道利用立体书装置
引发事件传播DATA EXPLORE
挖掘DATA
To use the data generated from kindle users’ readings for content-oriented dissemination.
利用kindle用户阅读产生的data进行内容化传播 Utilization of the product’s mark function to create topics.
利用产品mark功能
制造话题
To use content-oriented dissemination in the fragmented time frames.
In the mall, the time to wait for your girlfriend trying on clothes
is an expectation to turn into monarchess style.
在各个碎片化时间段
使用内容化传播
商场里，等女友试衣的时间
是对变身女王范的一种期待
When you are waiting for bus/metro,it may be a farewell to every endlessness ….
在等车的时候
或许是对每一次漫长的告别….To create topics to spread on social ports and trigger participations.
制造内容在social端口传播，引发参与
30 min of metro for everyday work and 300 days of brain storm.
每天上班地铁30分钟，300天脑力运动1 hour of bench in a park per week and 5 weeks of Nautilus adventure.
每周公园长椅1小时，5周鹦鹉螺号探险To precisely push in different fragmented time zones.
在不同的碎片化时间区域进行精准推送。During coffee time,
push messages with WiFi.
在咖啡厅休闲时间,
使用无限网络推送信息.Cooperate with Uber or similar APP
to push messages during waiting time.
在打车类APP上进行推送During queuing time,
use your smart phone to push messages.
排队的时间利用手机端推送信息Active your digital life.
如何让数据
进入你的生活？
Stimulate users’s interests and spread on multiple platforms.
激发用户产生兴趣的同时，在多平台上扩大化传播。Hand over your fragmented time and Kindle will recommend the best books to you.
给出你的碎片化时间
Kindle将推荐给你最佳读物In different fragmented time,recommend different types of reading contents,show the selling points of the product,
and trigger the purchasement via contents.
不同的碎片时间
推荐不同类型的阅读类型
切入产品卖点
通过内容引发购买Promotion Campaign TA: people who have travelling plan or vacation plan during national day holiday.
用户：在国庆长期期间，有旅游计划或休假计划的人们。Objective:
During a journey, we spend a lot of time to wait, queue and fly; use the fragmented time for precise dissemination and read with Kindle at any time; allow kindle to take you to shuttle back and forth the different worlds and make your journey more interesting.
在旅行中，很多时间都消耗在候机，排队，飞行等碎片化时间段，利用这样的碎片化区域进行精准传播，随时随地都可以阅读kindle，让它带你穿梭不同世界，让旅途更有趣。Focus device & Features: Kindle Voyage
Portability: to make it very easy to read while travelling
Long battery life/adjustable backlight: Enjoy the fun of reading at any time of travelling
便携性：让边旅游边读书变得很轻松
电池寿命长/背光可调节：旅游途中随时随地享受读书乐趣DATA EXPLORE
挖掘DATA
To use the data generated from kindle users’ readings for dissemination in a journey’s fragmented time.
利用kindle用户阅读产生的data，
在旅行碎片时间点进行传播。Spot banners in travelling website, and use travelling time to recommend different reading contents
在旅游网站投放banner，利用旅途时间来推荐不同阅读内容Use airport AR interactive screes to trigger event dissemination.
利用机场AR互动屏幕
引发事件关注
Travel thousands of miles
and thousands of year with you.
带你穿行千里，也穿越千年At the fragmented time contacts of a journey,recommend related reading contents.
去往旅游的碎片时间接触点
推荐相关阅读内容通过引导，进行购买
Kindle8周待机时间，看鲁滨逊如何漂流8周
Guild buying
Read Robinson’s survival on a unknown island while kindle’s 8 weeks Battery life.Active your digital life
如何让数据
进入你的生活？
Stimulate users’interests and also carry out dissemination on related travelling platforms.
激发用户产生兴趣的同时，在旅游相关平台上扩大化传播 通过用户产生的内容进行再扩散传播
Re-spread and disseminate by using the contents generated
独自去海岛旅行，读一本《鲁滨逊漂流记》
心无畏才能享受冒险的乐趣
by users.Travel to an island and read Robinson Crusoe
Only a fearless heart can enjoy of fun of adventure.
Travel from Elephant café to magic world, fighting Voldemort with Harry Potter.
从大象咖啡馆穿越到魔法世界，和哈利波特并肩作战，阻止伏地魔复活。产生的内容在手机端扩散
Generate Mobile content
and spread on social platformCONTENTCOMPANY INTRODUCTION
CAMPAIGN STRATEGY
CAMPAIGN EXECUTION
TEAM & FEES
Q&AJeff.Yan（Managing Director )
广告人里最会弹blues的
吉它手里最会做ppt的
读书信条：多看好书 不当好人
择书标准：
笑不出的不看
high不了的不看
吹牛逼的不看
把王朔当卤煮海明威，
视贾平凹为糖醋昆德拉，
为什么读书：白天闭嘴 晚上并腿
Freddie.Yuan（CCO)
16岁，
我的书包里只装白先勇、
沙特和乔治•欧威尔，
最后，看书看到被退学。
--台北成功高中前辩论社长《我是怎么成为一个文案的》
Megan Zhang(Strategy Director)
外表属于《沉默的大多数》，
内心《寻常放荡》。
坚信身体和灵魂必须同时上路，用了一年行走和阅读，在恒河读《Samatutra》，在伊朗读《追风筝的人》，在乞力马扎罗山顶寻找海明威的雪豹，在伊斯坦布尔拜访帕慕克的纯真博物馆。
发现自己爱听故事更爱讲故事，纯理性媒介转身感性的理性策略，不装逼，不愤青，不文艺，不脑残，做一个靠谱的策略说书人。
Yang.Ge（Creative Director)
在广告圈中混迹十多年
秉着“流氓会文化，谁也挡不住”的定律
练得一手美术毒门密方
从汽车，快消到电子类等品牌
一路披荆斩棘，收获各类大奖
除此以外，对机械特别着迷
为了改造各类部件
四处寻觅各类书籍阅读
终成就2014年时尚设计十人 Mary Xiao (Senior Copy )
七年广告女，天生字恋狂，
暗恋写作，明恋创意，文笔柔弱又坚强。
认为《活，就该快乐着》，
愿意把《时间浪费在美好事物上》，
喜欢在《温柔的夜》喝一杯红酒，
用书和文字《遇见未知的自己》，
经常《一个人走欧洲》，
就是《想停下，看看这个世界》
努力成为《灵魂有香气的女子》。Peggy.Ma（AAD)
典型双子座，人格广泛。
电视民工专业，入行做广告，传统和数字双料女阿康，服务过零售，3C，快消，服装，汽车客户。
爱科学，爱库布里克，爱巴萨，爱音乐，爱酒，爱钱德勒茨威格和毛姆，爱斯诺克，为人乐陶陶，长相有喜感。
每一个人都有自己独特的读法，每一个人都能读出自己的《万历十五年》，人生不过随心随性随喜随天地。
Jiabao.Sun（AM)
性别女，性格男。
体育老师没教好语文，三观养成全靠金古梁温黄。
广告从业三年，先后服务3C汽车。
人前贤良，来活疯狂。Budget Allocation
