Title | INFERNO |
Brand | AST PUBLISHING HOUSE |
Product/Service | NEW DAN BROWN’S NOVEL “INFERNO” |
Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
Entrant Company
|
E:MG Moscow, RUSSIA
|
Advertising Agency
|
E:MG Moscow, RUSSIA
|
Credits
Anton Melnikov |
E:mg |
Chief Creative Officer |
Artem Sinyavskiy |
Marvelous |
Creative Director |
Pavel Gusev |
Marvelous |
Head Of Digital Production |
Eugeniy Kolesnikov |
E:mg |
Group Creative Head |
Natalya Meretzkaya |
E:mg |
Copywriter |
Evgueni Tatarnikov |
E:mg |
Digital Creative Group Head |
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.
Describe how the promotion developed from concept to implementation
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!'
Describe the success of the promotion with both client and consumer including some quantifiable results
Because of the 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. 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.
After main event, there was a review of the book on every channel, an advertising campaign was
launched, and information about the book became available in social networks. All campaign was
covered by active post PR in all media.
Explain why the method of promotion was most relevant to the product or service
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.