Rakuten Kobo Bring Books to Life with First-Ever Colour eReaders
Rakuten Kobo is transforming the digital reading experience with the introduction of its first-ever colour eReaders: the Kobo Libra Colour and Kobo Clara Colour. These innovative devices bring much-loved books to life in vibrant hues, turning the page on the traditionally black and white eReader experience that Kobo fans have grown to adore.
A Global Campaign to Celebrate Colourful Reading
Supporting this groundbreaking launch is a global campaign developed by Toronto-based agency The Garden. This campaign, marking The Garden’s first global initiative for Kobo, features a 30-second animated spot that showcases iconic colour imagery from famous books. From the purple fields of “The Colour Purple” to the fantastical blue caterpillar from “Alice’s Adventures in Wonderland,” the ad creates a swirling, surreal animated landscape that captures the imagination of readers worldwide.
Connecting Through Colourful Literature
The campaign aims to connect with readers from all walks of life by emphasizing the colourful aspects of renowned literary works. Whether it’s the yellow brick road from “The Wizard of Oz” or the red ‘A’ from “The Scarlet Letter,” these vibrant elements highlight how great literature brings colour into our lives and imaginations. Shane Ogilvie, co-founder and chief creative officer at The Garden, emphasizes that “Great literature transcends culture and connects us all.”
A New Dimension to Reading
The campaign’s tagline, “For the first time ever, our eyes can peer at a world of colour that is finally here,” encapsulates the excitement of this new reading dimension. The video ad, animated and scored by Portuguese studio AIM Creative Studios, will run in Canadian, American, Australian, and UK markets, complemented by a robust social and digital campaign. This initiative will showcase a wide range of genres, authors, and titles, both old and new, to engage book lovers everywhere.
A Strategic Global Reach
To announce the launch of the Kobo Colour eReaders, the campaign cleverly integrates colour within book titles. Phrases like “City in Orange. Now in Orange” and “The Color Purple. Now in Purple” illustrate the seamless integration of colour into the reading experience. The campaign will feature online ads across multiple countries, including Canada, the United States, Australia, the UK, Spain, France, the Netherlands, Italy, Ireland, and Portugal. Media planning for the campaign was managed by Cairns Oneil.
A New Era for Kobo Readers
Tracy Nesdoly, Vice President of Communications at Rakuten Kobo, expresses excitement about this new venture: “We’re thrilled to bring both the Kobo Clara Colour and Kobo Libra Colour to market. This marks our first foray into the world of colour, and we’re excited to give our readers the opportunity to take their reading experience to a whole new level. We think this campaign is the perfect way to kick that off.”
The Kobo Libra Colour and Kobo Clara Colour are available for pre-order now and will be ready for purchase beginning April 30.
Experience the Vibrant World of Kobo
Rakuten Kobo’s “Bring Books to Life” campaign is a testament to the company’s commitment to innovation and enhancing the reader’s experience. By adding colour to their eReaders, Kobo is setting a new standard in digital reading, making literature more engaging and visually captivating than ever before.
Discover the World in Colour with Kobo
This professional campaign titled ‘Bring Books to Life’ was published in Australia, Canada, and the United Kingdom in April 2024. Created for Rakuten Kobo by The Garden, this digital, film, and OOH outdoor media campaign is related to the Electronic Devices industry and features four media assets.
