Reading our audience like a book
The eReader category is saturated with product features and stats. While competitors had been busy doing the education job, BD Network were free to take a different approach.
Previous ads had appealed to those interested in the tech. BD Network wanted to talk to those who, quite simply, love reading.
Moving from function to emotion
With their brand proposition ‘Be Moved’, BD Network focused on the emotional side of reading and how a good book makes you feel.
BD Network created the big idea, all core assets and a campaign toolkit for local markets, as well as an online video, positioning Sony as the choice for book lovers. Now that’s a happy ending.
