"We deliberately steered clear of 'reading is good for you' type messages, as this would sound as if we are preaching to the audience," said Saatchis executive creative director Graham Kelly. "Instead we communicate the sheer fun of reading by showing how books can transport you into new realms, via their immersive quality. We also had to counter the perception that books are old-fashioned and boring, so we've tried to inject drama and excitement into the executions."
Accordingly, each execution illustrates readers being transported into a new environment via a book. One shows a commuter sitting on the deck of a ship that's under attack from pirates, while another displays a man reading a book on war in the bath, who is transported to the swamps of Vietnam. The final ad shows someone reading a science-fiction book on the beach, transported to the surface of Mars.
Targeting a young adult audience, Kelly added that the key competition for books comes from the internet, although the campaign does not attempt to directly compete with the online offering.
"We didn't try to go against them specifically but we did try to recognise where the client was coming from," explained Kelly. "It's not that the younger audience never read, but to reach that audience it should be visual -- we have to be something a little more engaging."
Kelly also pointed out that the creative approach needed to distance itself from the style of a Government message.
"How reading campaigns tend to have been in the past is harping on about the practical benefits, and we realised that early on that that wouldn't work, as that would seem like a Government campaign."
Singapore library taps Saatchis to show fun of reading
The National Library Board has unveiled a campaign designed to encourage younger audiences to read more. Handled by Saatchi & Saatchi, the campaign has adopted the tagline, 'Get into a Book', and initally features three different print executions - each of which attempts to convey the "fun" of reading.
