Marketing Featured Southeast Asia

National Library Board, MUJI team up to engage online community in sharing love for reading

Singapore — Singapore’s statutory board for learning and information literacy The National Library Board and Japanese lifestyle brand MUJI have entered into a collaboration to promote the love for reading by engaging online users to practice love for reading, even when online.

The campaign, conceptualised alongside creative agency Ogilvy, encourages online users to download the NLB Mobile app, as part of the ongoing “National Reading Movement” in the country.

As part of the reading awareness campaign, the creative team created an in-store installation that pays homage to popular Japanese literary culture and encourages reading. With this year’s NRM theme of “Be Unexpectedly Interesting”, NLB has worked with MUJI on the launch of a new campaign titled “Wall of Haikus”. Shoppers at the two selected MUJI stores will get to experience these haikus, a Japanese poetic form written in three lines.

The installation made use of mechanics to encourage readers to enter into a literary adventure. Starting with 30 selected eBooks and audiobooks uniquely designed with images and haikus unto a bookmark, customers can scan the QR code attached to the bookmarks and they will be directed to NLB’s eBook collection. According to NLB, this strategy of allowing customers to take home with them a free bookmark that contains a free eBook will encourage learning and discovery of content.

Elrid Carvalho, creative director of Ogilvy Singapore, commented on their work on the project, saying, “Haikus are a beautiful part of Japanese culture and being able to highlight them alongside the joys of reading feels like a double discovery. We want everyone who interacts with the bookmarks to feel a sense of wonder and intrigue, as well as feel inspired by the bookmark designs and the beautifully crafted Haikus, to then go home and download the book and continue their reading journey.” 

Chris Koh, programme director of the National Reading Movement, commented on the event, saying, “For this year’s edition of the National Reading Movement, we wanted to explore new ways of bringing reading and discovery to more people. Through our partnership with MUJI to bring haikus and books to people, we hope to inspire everyone to read more, read widely and read together.”

The installations can be found at MUJI stores at Jewel Changi Airport and Plaza Singapura and will run until 28 June 2022.