Title	INFERNO
Brand	AST PUBLISHING HOUSE
Product/Service	NEW DAN BROWN’S NOVEL “INFERNO”
Category	C06. PUBLICATIONS & MEDIA
Entrant Company	E:MG Moscow, RUSSIA
Advertising Agency	E:MG Moscow, RUSSIA
Advertising Agency 2	MARVELOUS Moscow, RUSSIA

Name	Company	Position
Anton Melnikov	E:mg	Chief Creative Officer
Artem Sinyavskiy	Marvelous	Creative Director
Pavel Gusev	Marvelous	Head Of Digital Production
Eugeniy Kolesnikov	E:mg	Creative Group Head
Natalya Meretzkaya	E:mg	Copywriter
Evgueni Tatarnikov	E:mg	Digital Creative Group Head
Viktoria Markarova	E:mg	Account Manager
Andrey Korotykin	Marvelous	Client Service

The Brief

In Russia, Dan Brown's books were released in a different order to that in his native country (first was super successful book 'The Da Vinci Code'). Counting on the great success of the writer, last two books were not backed by promotional support and that is why their sales did not reach expected levels. We had to promote the new book of a famous author and once again raise his popularity for the Russian reader. The book describes the social problems of contemporary society, that's why we decided to raise these points and create a social campaign for the book.

Creative Execution

The book describes the social problems of contemporary society, that's why we decided to raise these points and create a social campaign for the book. It was important for us to attract socially active people to the project by the revival of responsibility and unindifference of nowadays problems. During whole campaign we tried to call people to open their eyes to current problems as well as to feel personally responsible for the future of the whole of humankind, or else everything would turn into hell.

Describe the creative solution to the brief/objective.

We decided to offer potential readers an Experience which vividly showed how we ourselves are gradually turning our lives into hell. We set up an extreme tourism agency – 'Inferno Tours' and organized a tour of the capital, to point out the social wounds in our society. We spread an intriguing video about the agency online. We also set up a website and a hotline providing information about the agency. Slogans - 'Inferno welcomes you!' Take a trip through the circles of Hell!'

Results

Because of this original approach to an advertising campaign, the book «Inferno» became the buzz word. It has been in the top sales lists of the major book stores for several months and became bestseller in 2013. Inferno sold 10 000 copies in the first two weeks and 200 000 copies in three months. The fourth edition of the book was made.