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NOT A STUPID COVER

基本信息
行业: 文化、娱乐与运动
媒体:网络
投放:巴西
风格: Minimalism
说明cnen
Creative Execution:
We created the Not a Stupid Cover project. A solution where the practicality of e-books meets the engagement of paper books. Cell phone covers that turn the devices into real books.
Each cover features a code so that the consumer can download the corresponding book.
We created 4 limited collection versions, that were sold as sets.
That book that you are proud to be reading is no longer just a file. It’s something you can carry and proudly show off.

The main result was to sell digital books at the physical bookstore.
The digital store is an important platform. But it’s at the physical store that the consumer engages with the product.
The e-books sales subsidize the production of the covers. And the increase of e-books sales, outside the digital platform, caused the return on investment to be almost immediate.
The interest for e-books increased by 2.7%. Of this increase, 70% came from the physical stores.
The number of downloads of the reading app Kobo also increased (1.8%), 43% came from the e-books sold in the physical store.
Publishers showed more and more interest in having their versions of the covers at Cultura bookstore.

Nowadays the book market can be divided into two segments: the digital books and the paper books. Digital books are functional, but less romantic. The connection between the reader and the object is lost. It is just a file inside a device.
Challenge: it was to get these two worlds closer. Moreover, it was to bring the digital consumer back to the store. Cultura’s digital bookstore is a success. However it’s in the physical store that the consumer has a playful and engaging contact with the world of books.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
文案:
美术指导:
插画:
摄影:
排版:
制作统筹:
客户主管:
其他职位:Project Director: Cristiane Rojas, Denis Gustavo
Project Manager: Amanda Bernardi
Advertiser: Cecília Andreucci/Adriana Arcuri
Digital Production Company: 3mw
Graphic Producer: Clariana Costa/Nereu Marinho
Graphic Production: P/E/Mk Personalizadas/Ricardo Dondici/Wr Gravações
奖项
戛纳国际创意节 2014
铜奖 移动应用
Content created for Mobile
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