Finally, a brand has taken a shot at the problem of consumers "buying books but not reading books"!
Netizens described "buying books like a mountain, reading books like a silk", referring to the phenomenon that many people are keen to buy books but do not read books, insight into the existence of this phenomenon, Jingdong Books and creative agents Qun Yushan, together with Yu Hua, Yu Xiuhua, two heavyweight writers, launched the "Jingdong Books Ask You to Buy Books" activity on April 23, "World Book Day".
On the eve of World Book Day, JD Books released a creative TVC.
▲ "Jingdong Books asks you to buy books"
At the beginning of the advertisement, the sudden doorbell broke the ordinary life, and the famous writer Yu Hua personally went to the door to collect the book, which made people feel weak and restrained. Jingdong Books did not blame those who bought books but did not read them, but gave them a decent reason - reading books requires mood, different moods to read different books, the mood when buying books is different from the mood when reading, so it is better to let this book let Jingdong Books sell to those who are in the mood to read this book, so that the value of this book can be maximized.
In order to amplify this layer of intentions, Jingdong Books allows the person who writes the book to talk directly with the person who buys the book, so as to "live up to every person who reads the book and does not live up to every person who writes the book." ”
▲Creative TVC
The "Jingdong Books Ask You to Buy Books" campaign not only serves to remind consumers to read books and let books have new circulation channels, but also conveys the brand value of Jingdong Books that "books are only alive when they are read", and is deeply accepted by consumers.
Through this activity, JD Books redefined the relationship between people and books and the relationship between readers and authors, and the main reason why this activity can be so successful is that it has achieved accurate insight and accurately recognized the current situation of some readers.
▲TVC screen
Coupled with the black and white tone of TVC's entire film, it lays out a calm narrative temperament of literary and art films in style, so that the audience can maintain their attention and devote themselves to the narrative; in the past, consumers bought books from the platform, and now the platform buys books from consumers, and the intervention of the brand makes the public more receptive and more trustworthy.