Who is Kobo? Kobo is a murderer, a queen, a knight, a roach, a perverse seducer. Kobo is thousands of characters, stories, books: Kobo is a new eReader, a new reading experience.

The media team implemented a strategy to maximize the low budget available, using guerrilla and web in the teaser phase and then creating a TV & social media eco-system for the official launch.

The campaign started with a guerrilla made of stickers that challenged people to answer the question 'Guess who’s Kobo?' and invited to join the game. This activity started the conversation about Kobo on Facebook and Twitter. Then, an event, the commercial (on TV and web) and the press launched the eReader.

Before the launch, people played on the web to 'Guess who’s Kobo?' and they continued to play also after the launch. There was also a great buzz amongst bloggers. Interest and awareness grew beyond any expectation, as well as the sales.