The new brand needed to appeal to readers of all ages and capture the imagination of the book loving population of Australia.

The brand would launch with an Amazon ‘price match guarantee’ on all books. And so a key part of the brief was to figure out a compelling and original way of communicating the business’s key commercial messages (without just defaulting to the hard sell).

Our solution came from asking a very simple question: have you ever wondered where the characters go when you close the book? The answer is: they go to Bookworld, where books come from.

Bookworld is a magical place where every book in the history of literature comes from, featuring a series of illustrated, genre specific landscapes and a whole host of characters from Gangsters, to Aliens, and everything in between.

Instead of a voucher, you can buy Bookworld currency. You don’t become a member, but a citizen, receiving a welcome letter from King Avid Reader himself!

In just over 4 months, we created an online retail success story. The introduction of our citizens concept has also driven registrations to unprecedented levels. This is a brand that has bucked the trend of stripped back, directory style e-commerce sites, creating a truly unique shopping experience.