Sleepy readers get Foyles boo!mark

Book retailer Foyles has boosted its range of book-related gifts and stationery with the launch of “boo!mark by Foyles”, an electronic bookmark which can sense when a reader has fallen asleep, and wake them to continue reading.
Created by direct agency Lida, and launching today (April 1), it uses patented (pending) Snornar technology, to monitor breathing patterns to detect any tell-tell snoring or heavy breathing before gently waking readers from slumber with a gentle “boo!”.
It is available with a range of volume settings, designed to rouse even the heaviest of sleepers, and is available in store from today priced at only £7.99.
The boo!mark by Foyles will be launched with a 60″ second spot demonstrating how it works. The opening scene shows a man sat up in bed illuminated by a small table-lamp and intently reading a book. We then see the man’s eyes closing as he drifts off to sleep in an uncomfortable position. The video closes with the campaign’s key message: “boo!mark by Foyles, you’ll be well read… and well rested.”
Foyles non-book buyer Abel Dos Santos said: “We are always looking for products that appeal to readers and would make the perfect gift for book-lovers. We approached Lida with a brief to create a distinct gift, unique to Foyles, that would delight our customers.
“The boo!mark by Foyles is perfect because it solves a genuine problem. We all know someone who falls asleep when they read, and even the best page-turner can’t stop you eventually drifting off when you’re reading at night. boo!mark by Foyles will help readers to keep alert through more of their favourite books.”
Lida executive creative director Nicky Bullard added: “We’re thrilled to be working with Foyles again. It’s not often you get to work on a ground-breaking product. This is new tech at its best; useful and designed with real behavioural insight into the end user.”
Meanwhile, Helen Lederer, comedian and author of Bollinger Everyman Woodhouse Prize shortlisted novel ‘Losing It’ has also endorsed the product, saying: ” It’s unbelievable it took so long to invent what will be a lifesaving gadget for so many nightime relationships. At last! unsavoury sounds while reading in bed – can be halted –by this ingenious simple ‘boo’ reaction. A kind way to engage with technology and literature in one vibe. This has got to be the next best stocking filler –anytime of the year – and will up Foyles profit margin in a twinkling.”