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Libro Vivo

Libro Vivo | Grupo Planeta And Google | Google
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basics
Industry: Internet sites & Services
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

When it comes to a novel, brand experience and activation are the same thing. The author transmuted into a registered trademark for his work. The work that drives us to know the author as someone capable of his work, will it be like some of the characters? How much of what is here is really real life? This idea is relevant to the brand experience because, thanks to digital technology, we were able to bring together the author, in his creation moment and his readers as active participants, in the same (co) creative process; based on one of the most

Background

Does anyone buy paper books yet? And yet printed paper still has something very seductive. So everything, innovation in such an old sector, our museums have books with more than 1000 years old, it is not easy to achieve. So in that situation our goal was clear as well as the brief: The need to make attractive again something that in itself is (we love printed books)

Describe the creative idea (20% of vote)

Let's make a #LibroVivo. That technology serves us to unite and show and share and co-create in the most vivid moments of the genesis of a book: the moment of writing.
Then, a best-selling writer writing her new novel in real time in a GDocs, collaborating with her readers. An adventure of joint creative process, of reading and writing, of communication, of company, of presence through the "cursors" of digital vibration towards analogue. Who would not have wanted to enter the mind of J. K. Rowling or Jorge Luis Borges or Lucas or ... just at that moment when he was writing?

Describe the strategy (20% of vote)

Basically we concentrate on the moment of writing. Targeting lovers of reading and books and a millennial segment familiar with technological experiences. In all cases, we privileged the concept and invitation "Enter the mind of a writer." And we oriented the use of the platform to the mobile experience and the moments of commute. However small or simple it might seem, in terms of strategy this experience was based on communion mediated by the GDocs to be able to experience the writing of the writer from her cursor in movement and the comments and other cursors participating in simultaneous.

Describe the execution (30% of vote)

The experience was executed as a system. In the core was Google Docs where Viviana Rivero was embodied his work, involving the readers of the creative process. Five scheduled writing sessions in advance established the main axis of the experience. To which were added two more on the fly derived from the needs of the process. Viviana wrote "surrounded by cursors" that is, the digital form of the readers participating in the docs and with their comments .. Simultaneously a digital campaign was activated (Facebook, Instagram, Google Display Network and YouTube) communicating the live experience and inviting to participate. To which was added a level of collateral contact with the readers via the instagram and the docs itself where a relaxed exchange was carried out and outside the writing moments.

List the results (30% of vote)

During 1 week (5 working days) 35,000 people followed the writing in real time.
Post-stock book sales increased by 170%
#LibroVivo was established in Grupo Planeta as a permanent platform for the creation of its authors.
Sapphires in the Skin of Viviana Rivero has a QR Code and a short bit.ly/librovivo link for permanent access to her #LibroVivo; the first chapter of this novel.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Bronze Brand Experience & Activation
Live Brand Experience or Activation
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Launch / Re-launch
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