Korea's largest reading platform, Millie's Library, announced on the 13th that it has selected actress Kim Tae-ri as its model and will launch a brand campaign under the theme, “People don’t change, so reading has.”
This campaign embodies Millie's Library's vision to transform from Korea's largest reading platform to a ‘reading life platform.’ According to the 2023 National Reading Survey results, the majority of readers perceive their reading levels as insufficient, regardless of the quantity of books read.
Reflecting this perception and the reality that it is difficult to maintain reading habits consistently, Millie's Library proposes a new reading life with the campaign message, “People don’t change, so reading has.”
The TV advertisement released alongside the campaign features actress Kim Tae-ri, who is well-known as a reader. The advertisement showcases Kim enjoying reading in various everyday settings with paper books, e-books, and audiobooks, while introducing Millie's Library's new service, Millie Pairing. Millie Pairing is a new service that provides a continuous reading experience across various devices and environments, including paper books, e-books, vehicles, audiobooks, and AI TTS.
This advertisement is produced in a total of two parts, with the first part focusing on ‘Millie Pairing’ and the second part, themed around ‘reading records,’ scheduled to be released on the 20th.
Jo Yoon-sung, head of the marketing team at Millie's Library, noted, “Kim Tae-ri will show a profound love for reading and her unique lifestyle, demonstrating both a thoughtful and flexible charm. The synergy between Millie's Library's value of pursuing easy and free reading and Kim Tae-ri's authenticity will convey the allure of new reading to our readers.”