KOBO ELIPSA GLOBAL CAMPAIGN
CREDITS
Client: Rakuten Kobo
Role: Global Creative Director
Art Director: Clariana Lorelli
Senior Copywriter: Jacques Viau
Photography + Video Production: SophomoreRakuten Kobo is a global digital bookseller, with over 6 million eBooks and audiobooks on award-winning eReaders and the Kobo App.
When Kobo was releasing Kobo Elipsa, its first eReader with note-taking ability with the Kobo Stylist, the marketing team needed a very different campaign than it had done before. Firstly, we had 4 different targets:
Students
Self-Help Readers
Entrepreneurs
Non-Fiction Readers
Then we needed to create unique hand-drawn eReader screens based on each target for each targeted ad version. Plus, since it was a global campaign, we had to translate each eReader screen into 18 different languages. Additoinally, the campaign had two phases: pre-order and buy now.
The campaign was complex to say the least.
Results:
The campaign set the standard for Rakuten Kobo product launches, with a unified creative platform and product and lifestyle photography approach, leveraged across every touchpoint, including CRM, paid social media and digital ads, product/social videos (60s, 15s, 6s), Kobo.com and Shopify product pages, and global retail toolkits (sell sheets, digital ads, in-store posters) translated into 18 languages.
60s Product Video
The Concept: A Beautiful Practice
Can the practice of annotating be a beautiful thing? The practice of note-taking can be the pathway to bigger ideas, expanded thinking, and unexpected connections, and a deeper expression of our thoughts.
Our idea was to not only graphically illustrate how Kobo’s new innovative device could enable readers to express themselves in this beautiful way. We also made reading lives better by helping readers learn, be inspired by, and adopt the beautiful practice of note-taking.
The campaign launched almost exactly as proposed.
Proposed Concept
Shopify Banners
SEM Display Ads
Paid Social
SEM Ads
Lifestyle Photography
