After elevating 2022’s “Be a reader, not a follower” campaign to their brand-wide platform, Rakuten Kobo was looking to introduce their new audiobook offering while solidifying Kobo as the go-to guilty pleasure brand. 

Positioned against the haters (or villains) that judge people by their covers, “Main Character Energy” encourages readers to indulge in their book-induced fantasies – no matter how spooky, fantastical or downright...lusty.

In a 360 campaign that included a Cinema-bound hero spot, OOH, Spotify and social, we urged readers to “Unleash their main character energy” – because If you’re gonna live in your own world, you might as well be at the centre of it.