Millie's Library: Unlimited Friendship with Reading

Millie’s Library, an e-book subscription service, increased registrations and grew awareness by appealing to avid Korean readers.

Campaign details

Brand: Millie's LibraryBrand owner: Millie's LibraryAgency: OvermanCountry: South Korea

Market background

In South Korea, readers and reading rates are decreasing every year

According to the National Reading Statistics Survey, in 2017, 40% of South Korean adults didn’t even read a single book, marking the lowest-ever reading rate since the history of the survey.

‘Don’t have time because of work’ was a popular reason for not reading (32.2%), but mostly, reading was put on the back burner in favour of smartphones, games and other leisure activities.

Source: 2017 National Reading Statistics Survey, Ministry...

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