Recognizing the declining reading habits among older elementary school children, who are increasingly glued to their smartphones, Dutch network operator Odido has launched a creative initiative to reignite their interest in books. In collaboration with renowned children's author Marjon Hoffman, Odido released Het Telefoonboekje, or The Phone Booklet — a children's book designed to resemble a smartphone, with a story unfolding through WhatsApp-style conversations.
By presenting the narrative in a format familiar to kids, Odido aims to bridge the gap between their digital inclinations and the tactile and immersive experience of reading longer-form texts on paper. Elementary school teachers can order copies free of charge. Within 24 hours of launching the campaign, Odido ran out of the first printing and ordered an additional 30,000 copies.