By saying very little, Amazon can say plenty…
Beating Apple at its own game, Amazon has managed to say even less in the launch of its new Kindle than Apple did about the iPad2. Does it work?
You could argue that there are fewer new features in the new Kindle than the iPad2, but no one uses FaceTime, smart covers are separate and ten hour battery life is not all that. Amazon keep their new features back a bit.
The new Kindle brings genuine new benefits because it isn’t panicking about market share – it’s a straightforward upgrade with a straightforward launch. So straightforward that it makes the iPad2 ad look like a lot of nervous chatter.
The Kindle ad is doubly effective. Its brevity shows confidence and genuine product innovation. And its aping of the iPad ads even acquires a bit of their sexiness.
- The new Kindle launch ad
This is more than just a copy cat ad: they’ve out-Appled Apple.