Amazon drops 'Joyo' prefix in China for Y&R-led rebranding campaign

A formal change of its brand name from 'Joyo Amazon' to Amazon China this week marks the start of the internet retailer's rebranding campaign in the country as it aims to establish itself as the "most customer-oriented online shopping destination for a wide range of authentic goods at low prices". In addition, the website address 'Amazon.com.cn' has been shortened to simply 'Z.cn' in an effort to make it easier to remember.

Y&R China produced a TVC and a series of outdoor billboards that focus on the moment of happiness when the Amazon box arrives. "When we looked at the packaging we realised that every Amazon box has a smile and this became the springboard for our brand idea,” Charles Sampson, Y&R China CEO, said, adding that the agency wanted to make the Amazon brand "as iconic in China as it is everywhere else". 

Credits
ECD: Nils Andersson
CD: Ronnie Wu / Donghai Liu
Art Director: Ronnie Wu / Roy Luo / Rex Rui / Shi Jian / Chen Mo / Shuhan Wang
Copywriter: Donghai Liu / Gao Han
Director: Chenhui Cai
Media Agency: MindShare