Then, outsmart 'em.
Here's a new spot for Kindle, which is mildly interesting in its attempt to defend against the behemoth that is Apple.
There they were, Kindle, sitting proud and content with their tablet, fending off the Nook and a handful of other small e-reader players, when Apple reared its slick, mod, innovative head and debuted the iPad.
Certainly Amazon's Kindle is no match for Apple's iPad on most functional accounts, not to mention the uber important brand love and loyal, 'gotta have it at any cost' following the brand attracts by simply unveiling a new gadget.
So how does a product capable of performing only a fraction of its cooler competitor's functions stay in the game?
What this spot lacks in engaging creative execution it makes up for in single-mindedness and relevant insight. And I like that price, which is lower, is woven in as support once the viewer has already been sold on the tangible product "advantage".
Fact is, Kindle is simply not a competitor to the iPad on most accounts, but it is a superior e-reader and that point is loud and clear here. If a consumer is buying it (as a good % presumably are) to read downloadable content, then Kindle is the better choice because the text is easier to read. Not to mention, it costs a fraction of what iPad costs.
A well-informed, calculated risk to go up against iPad and leave the other e-readers alone. Sourcing from the crowd considering iPad is easily the more lucrative move.
This spot probably won't win any creative awards, but it is ON STRATEGY.
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