eBook Subscription Service Kobo Plus Fights ‘Book Shaming’ with ‘Be a Reader, Not a Follower.’

The Garden’s new campaign promotes unlimited binge-worthy titles available on the subscription service

Kobo Plus eBook subscription service fights against

Would you rather read a “must-see Scottish crime thriller” like Old Bones Lie, or perhaps “a page-turning murder mystery” like A Lethal Deception, rather than the latest high-profile fiction or heavy biography? Then Kobo Plus might be for you.

The e-book subscription service is urging readers to fight ‘book shame’ in a new campaign by Toronto agency The Garden called ‘Be a reader, not a follower’.

Rather than portraying Kobo Plus as the home of the types of books that dominate annual Best Reviewer lists, the campaign leans heavily on the service’s reputation as the home of hundreds of thousands of indulgent, binge-worthy titles across genres. such as murder mystery, erotic fiction and paranormal fiction, and celebrates readers who indulge in it.

That includes titles like 2017’s Love, Luck, and Bree Dahlia’s Clusterf*ck, which is the centerpiece of the campaign’s 30-second hero spot. The spot follows a woman happily reading the novel on her Kobo in a variety of locations. However, whenever she attempts to inform curious passers-by of the book’s NSFW title, the word “offensive” is uttered by nearby sounds such as an espresso machine, hair dryer, or jackhammer.

The spot ends with the frustrated woman loudly and repeatedly exclaiming the title’s most contentious word, except this time she does it during an after-school pickup. “It’s this amazing new eBook I got on Kobo Plus,” she sheepishly explains.

“The Garden walked us through their Strategy Workshop, which was invaluable in nudging us to new and disruptive creativity,” said Lindsay Gray, Director of Brand and Product Marketing, Kobo. “We were able to completely reframe our challenge and turn it into reality. A real strength.”

The video ad is accompanied by a series of outdoor and digital ads that highlight the different genres available on Kobo Plus with playful and permissive messages, including “What if you associate with criminals?” and “It’s okay if exorcism is part of your bedtime routine.”

“Compared to the vast resources of Amazon’s Kindle Unlimited, we had to stand out not only as an e-book subscription service, but also for what Kobo Plus could really have: binge-worthy paperbacks. and a guilty pleasure,” said Jenn Munoz, Chief Strategy Officer, The Garden. “We wanted to celebrate readers who read for the love, not the weight.”

The campaign launched last month and runs until September 4 on TV/OLV, digital and contextual out-of-home. The Garden started working with Kobo in February.

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Customer

Customer: Rakuten Kobo

Marketing Director: Marianne Hamilton

Director, Brand and Product Marketing: Lindsay Gray

Agency

Agency: The garden

Chief Creative Officer: Shane Ogilvie

Strategy Director: Shari Walczak

General director: Dickerson

Creative Director: Lindsay Eady

Creative Director: Francheska Galloway-Davis

Strategy Director: Jenn Munoz

Design Director: Adriana Ivory

Editor: Nuala Murray

Artistic director: Mriga Suchdeva

Agency Producer: Melanie Lambertsen

Lead Designer/Illustrator: Elijah Kamran

Host: Kathy Tidy

Entrepreneur : Ruben Greenspoon

Project Manager: Soraya Bendaba

Workshop director: Jamie Moren

Project manager/digital strategist: Julia Zamit

Production

Production company: somewhere nice

Executive producer: Chilo Fletcher

Producer: Gillian Gardner

Director: Peter Henderson

PDO: Jackson Parrell via SESLER

Production Designer: Jason MacIsaac

Location manager: Lance Creighton

Edit

Editorial company: Rooster post-production

Executive producer: Melissa Kahn

Editor: Chris Parkin

Deputy Editor: Sonny Atkins

Post production

Post production: The vanity

Flame Artist: Kaelem Cahill

Color: The vanity

Colorist: Andrew Exworth

Audio house: Berkeley Inc.

Creative Director: Jared Kuemper

Foundry

Casting company: Man Cast

Casting Director: Steven Mann

media agency

Media agency: Cairns-Oneil

General director: Tim Hughes

Communications Director: Jennifer Blenkhorn

Communication planner: Olivera Dragojevic

Digital manager: Rachel Schmitt

Communications Coordinator: Kaitlin Irving

Genres: Dialogue, The comedy, People

Categories: Books, Media and entertainment

The garden, Fri 05 Aug 2022 10:12:45 GMT

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