Kobo Colour
Kobo Colour
Proving that buying eReaders is no longer black and white.
Proving that buying eReaders is no longer black and white.
To mark the biggest advancement in eReading technology in over a decade, The Garden launched Kobo Colour eReaders with a global campaign that brought the imagination to life, using vibrant literary iconography to prove that digital reading can finally be as colourful as the stories themselves.
To mark the biggest advancement in eReading technology in over a decade, The Garden launched Kobo Colour eReaders with a global campaign that brought the imagination to life, using vibrant literary iconography to prove that digital reading can finally be as colourful as the stories themselves.
The Problem to solve
Kobo has long been the most innovative company in the world of eReaders, even stacked up against giants like Amazon’s Kindle. But beyond back-end tech and small customization tools, there hadn't been a big innovation that the average customer could see for years. But that changed when Kobo was first to market with a feature everyone was waiting for: colour. We needed to make a splash about the biggest advancement in eReading history in over a decade and give Kobo the credit that was well past due.
Our Solution
We launched Kobo colour eReaders on a global scale, tapping into the universal insight that books bring colour into our lives and our imaginations. Launching with a :30 animated spot and in-store POS across 13 countries, we showcased colour blooming into the otherwise black and white world of eReading to demonstrate an enhanced digital reading experience – one closer to print than ever. Rather than focus on words, we used famous literary iconography that would resonate with book lovers and act like easter eggs for them to collect throughout the spot, connecting with readers around the world.
Services
- StrategyConcept DevelopmentWriting & Art DirectionStoryboardingProductionProject Management
“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 creative approach is built around the insight that a great book brings colour into our lives and our imaginations. The goal was to feature books that are universally known and provide visual cues that would resonate with book lovers around the world.”
The value of brand love
- 13
countries participated in the retail communications launch of the Kobo Colour eReaders.
- +6.9%
YoY growth in registered Kobo users grew (Q3 2024 to Q3 2025), fueled by device sales.
- +5.4%
YoY revenue growth for Rakuten’s International Business Unit with strong contribution from sales of the color devices
Nesdoly says digital readers have been waiting for this for a long time, adding that colour has put digital reading even closer to the paper reading experience. She says it is already paying dividends in terms of response.
