Kobo traditionally does not launch massive media campaigns, but they did spend a large amount of cash advertising on TV, Online and in-stores last Christmas. Today, the company has developed a new advertising initiative called Reader’s Passion. It is mainly celebrating Mother’s Day and will include a mix of television, online and print advertisement in Canada, the United States, Italy, Australia and Brazil.
In order to launch a new media campaign the e-Reading company has commissioned John St., a Toronto-based creative agency. They have developed two videos that will begin to be pushed into its international markets within the next week. Kobo is also seeking to promote its new Aura HD e-Reader and build customer awareness of a larger screen alternative to the standard six inch device.
The first video centers on Mothers Day and centers around the concept that she gave you the gift of reading and you should give it back. The video is actually quite endearing and shows different mothers in various countries reading to their little ones. Some are just babies and others are able to read on their own, but all focus on the mom reading the story aloud.
The second television spot should see a bit more longevity as it doesn’t focus on a specific holiday or event. It follows the reading pursuits of thee different people in a crowd street with a festival going on and reading on the bus and while the supper is cooking. It shows people getting lost in a book and excluding the reality around them.