Penguin Books •
Penguin Books •
The Ask:
People are reading physical books less and less today, so we must reimagine books to make them relevant to today’s consumers and their lifestyles.
The Insight:
People aren’t reading books, but they do love cuddling, traveling, and posing with them as a prop, then sharing these moments on social media.
The Idea:
Penguin partners with IKEA to dub the new word “nooking” = curating a nook according to the vibe of a book. While nooking, people may actually finish a book from cover to cover again.
From penguin books to penguin nooks
In order to make the modern consumer love books again, Penguin Books will partner with one of the most circulated books in the world: the IKEA catalog. Together, they will publish an exclusive catalog full of nooks inspired by Penguin Classics. Titled “The Nook Book”, this will lay the grounds for “nooking”, an original term that Penguin will own to insert themselves in today’s culture.
discover
your nook
OOH will be inspired by nooks featured in the book with abbreviated copy. Media buys will be focused on large spaces so the OOH almost feels immersive.
“Nook up” in public
While bus shelters may offer some respite from the rain, it could not be described as cozy… until now. People can try nooking up with a book while waiting for the bus. 
Get
starry-eyed
This YouTube series is a “how to get nooking” video featuring famous people. What book are they reading & how are they reading it? What is the vibe? This is Penguin’s opportunity to connect books with pop culture by letting influential people do their thing—influence. If they’re nooking, then surely you should, too!
nook of the month
Get inspired to nook up on the reg with a monthly subscription that brings a book and some nooking goodies to your doorstep. A Penguin book, some cozy items from IKEA, and some Swedish treats... Sign me up!