THE BOOK THAT CAN'T WAIT
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| basics | |
| Industry: | Media & Publishing |
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| Media: | Promotion & Event |
| Market: | Argentina |
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| Other credit: | Responsible For Client: Eleonora Djament/Claudia Arce |
| descriptioncnen |
| Describe the campaign/entry For the launching of the new Latin American authors of Eterna Cadencia, an independent publisher and bookstore, we decided to create something different: a book that can't wait to be read. We developed a new kind of ink, an ink that starts to disappear when it gets into contact with sunlight and air. Then we printed an anthology of new authors using this ink. That´s how The Book That Can't Wait was created, a book that lasts only 2 months once you open it. We launched the book as both an anthology of new Latin American authors and as an initiative way to promote them, pointing out that if people don't read new authors soon, they may never be able to. The idea immediately got the attention of the media and, most importantly, the attention of the readers. The first edition was sold out the very first day of the launch, and thousands of requests were made to purchase the book. Describe the brief from the client Promote Eterna Cadencia publisher and the bookstore's new Latin American authors. Results - The "invention" got a huge media attention. The book was broadcasted in the prime time tv news of the main national tv channels, as the "Story of the Day". It was also covered by the main national newspapers and radio shows. We put both literature and the names of new and unknown latin american authors in the center of mass media attention. - We gave away the first edition the very same day we released the book. - The general sales of the Eterna Cadencia bookstore increased 43%. - This time we had the guarantee that our new authors were read, and we gave to their names an unusual and massive promotion that would have costed at least 1 million pesos to achieve trough traditional advertising. Execution We created The Book That Can´t Wait, a book that lasts only two months before its content dissappear. How? We developed a unique ink, that slowly disappears when it gets into contact with air and sunlight. Then, we printed a selection of our best new latin american authors using this ink. We packed our books as any other product with an expiration date: with a sealed bag to stop the disappearing process until the book was opened. We even included the expiration date at the cover. Then we presented the books for the critics and the press, and started to give´em away as a unique piece of work at the Eterna Cadencia Bookstore. The Situation Physical books are not the only ones that are in danger these days. New Latin American authors are threatened as well. In the last 20 years the book sales from new Latin-American writers have decreased by a total of 37%. These new authors, unlike the established and famous ones, suffer every second that their books are left on a shelf. They not only need to be sold, but also need to be read. Word of mouth is crucial to building a writer's career, so they can make it it to a second book. The Strategy Create a piece that could transmit in an impactful new way the message that these authors' names urgently have to be read. |
| awards | |
 | Cannes Lions International Festival of Creativity 2012 Gold Outdoor Small Scale Special Solutions |
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| Cannes Lions International Festival of Creativity 2012 Gold PR Media, Arts and Entertainment |
| Cannes Lions International Festival of Creativity 2012 Gold PR Best Launch or Re-launch |
| Cannes Lions International Festival of Creativity 2012 Bronze Promo Publications & Media |
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