| Title | BACKBOOK |
| Brand | SAMSUNG |
| Product/Service | SMARTPHONES |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
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Entrant Company
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CHEIL SPAIN Madrid, SPAIN
|
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Advertising Agency
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CHEIL SPAIN Madrid, SPAIN
|
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Production Company
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WE WORK FACTORY Madrid, SPAIN
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Production Company 2
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4D ESCENOGRAFíAS Madrid, SPAIN
|
Credits
| Breno Cotta |
Cheil Spain |
Executive Creative Director |
| José Vilar |
Cheil Spain |
Creative Director |
| David Ricoy |
Cheil Spain |
Creative Director |
| Mercedes Laso |
Cheil Spain |
Copywriter |
| Ana Del Valle |
Cheil Spain |
Art Director |
| Juan Luis Poza |
Cheil Spain |
Art Director |
| Yann Baudoin |
Cheil Spain |
Account Director |
| Sandra Pérez |
Cheil Spain |
Account Executive |
| Alfonso Fernández |
Samsung Spain |
Head Of Corporate Marekting |
| Ildefonso Tebar |
Sasmung Spain |
Integrated Mk Comunication Manager |
| Noé Vázquez |
4d Escenografías |
Production Designer |
| Alfonso Gutierrez |
We Work |
Post Production |
The Brief
More and more people use their phone for everything: office , social relations , camera , etc. NFC and QR technology allows these users to access content instantly without records just scan the code or to bring mobile NFC. A new world opens with this technology with endless applications. Therefore, we wanted to use this benefit to publicize the reading mode Samsung devices . So , we developed BackBook , a new product that integrate both NFC and QR to give users direct access to e -books from your Smartphone.
E-books are gaining ground over traditional books on the market. Their comfort, portability transport or the possibility to store several novels in one device makes e-books become a striking choice for readers. In spite of many people miss the romance of traditional books, e-books market is booming. However, there are still many who reject e-books by the fear of losing the magic that provides a physical book, that sense of possession that you do not get with the digital book.
Therefore, the current situation is a market division into two groups: those who reject e-books versus those who consider it a breakthrough in the world of reading (due to its new possibilities), so it is a good time to BackBook, a hybrid that ends with this division between digital and traditional.
The purpose of BackBook is simple: to position in the market Samsung e-readers offering the user a new reading format. A new product that keeps the best of the traditional reading without sacrificing the benefits of digital reading. We innovate in how to use the NFC and QR technology to convert something physical in digital, enjoying both formats. We want to add value to Samsung smartphones and especially people back to the magic of digital reading had taken from the traditional reading. Innovate in a product that meets these needs, comfort in reading without losing the sense of touch, smell or even give a book.
The technology used seeks simplicity of processes from downloading content to avoid payments and online records. We believe that it can help push the market for e-books is to get off, because people refuse to totally reject physical books and above all, to create a new practical product both in commercial and user level.
The objective of this new product is to create long-term product sales for the brand, a product that encourages the use of its smartphones as more than a phone, use it as e-reader, can compete in this market . In addition , we create added value as we turn to Samsung in a brand that , despite being an innovative company , do not forget important things like the magic of reading .
On the other hand , it wants to encourage new writers creating BackBook with his novels.
The results of the campaign were :
We bring added value to the brand´s mobile devices 42% increase in sales of the Note 4.
10.000 books downloaded in less than five days.