Kinokuniya is the largest bookstore in the UAE.
And just like all bookstores in the country, the brand had been seeing a continuous decline in sales.
Online on-demand entertainment and information have replaced actual physical books.
On the surface, the problem looked like books have completely lost their relevance.
But when asked why they don't read, the number one reason for 84% of UAE residents was "lack of time".
There was no question about the importance of reading books, there is, however, a question about the time needed to read books.
We needed to show UAE's Social Media...