NOOK by R/GA New York for Barnes And Noble

NOOK

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency R/GA New York
Associate Creative Director Manuel Dilone
Executive Creative Director Andy Clark
Released October 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: BARNES & NOBLE
Product/Service: E-BOOK READER
Agency: R/GA
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: R/GA, New York, USA
Entry URL: http://judgeseyesonly.com/barnes-noble-nook
Executive Creative Director, Copywriting: Taras Wayner (R / GA)
Executive Creative Director: Andy Clark (R / GA)
Director Of Brand Development: Marc Shillum (R / GA)
Associate Creative Director: Manuel Dilone (R / GA)
Associate Creative Director, Copywriting: Jonny Leicht (R / GA)
Copy Director: Sanam Petri (R / GA)
Senior Visual Designer: Ronnie Ting (R / GA)
Interaction Design Director: Joo Youn Paek (R / GA)
Group Director, Media Planning: Ken O'Donnell (R / GA)
Group Director, Planning: Andrea Ring (R / GA)
Managing Director Of Digital Advertising: Michael Lowenstern (R / GA)
Technical Director Digital Advertising: Rawle Curtis (R / GA)
Computer Graphics Supervisor: Marc Voelpel (R / GA)
Senior Producer, Digital Studio: Thom Little (R / GA)
Art Buyer: Mackenzie Khristov (R / GA)
Associate Creative Director, Digital Studio: Tolga Yildiz (R / GA)
Art Director, 3D: Wing Luo (R / GA)
Group Director: Daniel Jurow (R/GA)
Senior Producer: Sean Farrell (R / GA)
Vice President, Creative Director: Glenn Kaplan (Barnes & Noble)
Media placement: Identity - Product - 21 October 2009
Media placement: Packaging - Product - 21 October 2009
Media placement: Print & In-Store Advertising - Barnes & Noble Retail Stores - 21 October 2009
Media placement: Web - Bn.com/nook - 21 October 2009

Describe the objective of the promotion.
To promote the launch of the first e-book reader device from Barnes & Noble, we were asked to create the brand identity and marketing campaign. The key objective was to create an identity that was at once appropriate for the Barnes & Noble brand and that distinguished itself in the marketplace that had been dominated by the Amazon Kindle e-reader.

Describe how the promotion developed from concept to implementation
The brand identity starting point was naming the device. Inspired by the feeling of settling in to read a good book and shelter from interruption, we conceived the name 'nook.' From there, we developed the brand design that included nook’s logo, colour system, and iconography, representing the first device that is inviting, warm, and easy to use. With the identity in place, we promoted the launch of nook that with an immersive campaign that included print, retail, radio, the web, and more.

Describe the success of the promotion with both client and consumer including some quantifiable results
By virtue of their passion for reading, Barnes & Noble connected with their audience in a way Amazon could not. The brand development and marketing campaign was a complete success by evidence of nook being completely sold out on launch day. The press dubbed the device the “Kindle Killer” and was covered extensively, including articles in The New York Times, The Wall Street Journal, and Wired. But perhaps most importantly, the brand design was embraced by readers everywhere and helped Barnes & Noble become a major player and gain significant market share in a previously unchallenged market.

Explain why the method of promotion was most relevant to the product or service
By tapping into what makes Barnes & Noble different—a place to lose yourself in a good book—the brand identity and promotion appealed to readers everywhere. Nook was promoted where its audience lives: Retail, in-store promotions, bags, and brochures; major print ads in The New York Times, Wall Street Journal, and USA Today; nation-wide radio; a live launch event; and the web, with a microsite featuring nook’s features and a comprehensive tutorial.