Amazon Kindle

FLY has created launch campaigns for seven Amazon categories, including Prime, Grocery, Subscribe & Save, Endless.com, Unbox, and Audible. With the Kindle, Jeff Bezos tasked us with developing a campaign that captured not only the momentousness of the launch, but also the simplicity of the product itself.

 

The solution was to viscerally display the one thing that everyone could understand and appreciate: 90,000 books in the palm of their hands. It’s been copied many times since, but the original image FLY created became the one that defined an entirely new and disruptive product category.

 

Results exceeded everyone’s wildest expectations (even Jeff’s, who was surprised by the speed of adoption), with traffic hitting the Amazon landing page so far above targeted levels that Amazon quickly ran out of inventory and had to announce a 3-4 month waiting period. Jeff ended up buying the subcontractor that produced the hardware to expedite production. Amazon Kindle has been Amazon’s top selling product without interruption since launch selling at last count over 125 million units.