Foyles has a problem. Readership is plummeting. People are reading all day but they aren't reading anything on paper. We built a campaign based on a core insight: Reading is great, but we have nowhere to read distraction free. Detach provides people with this environment, and fills it with free content. Getting people hooked on reading and showing them how to find their quiet place.
We will provide people with both a physical and virtual distraction-free environment. Our Physical environment will be realised with Detach reading rooms in busy high streets. Where we will provide free content on kindles within the rooms for people to unwind and have a read