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Kobo conducts new campaign

Rakuten Kobo has begun a campaign promoting its electronic book subscription service Kobo Plus. The campaign, called “Be a reader, not a follower,” was developed by The Garden of Toronto. The effort features a 30-second commercial depicting a reader trying to say the title of 2017 Bree Dahlia book, Love, Luck and Clusterfuck despite various beeping noises. The video is supported by out-of-home and digital ads that highlight the various genres of book available through the service. The campaign will run until Sept. 4.

“Up against the vast resources of Amazon’s Kindle Unlimited, we needed to stand out not just as an e-book subscription service, but for what Kobo Plus could really own: binge-worthy, guilty-pleasure paperbacks,” said Jenn Munoz, strategy director at The Garden. “We wanted to celebrate the readers who read for the love of it, not for the clout.”

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