| Title | READ A TREE |
| Brand | ELEFANT.RO |
| Product/Service | ONLINE BOOK SELLER |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
|
Advertising Agency
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
Credits
| Mihai Fetcu |
Geometry Global Romania |
Creative Director |
| Stefan Vasilachi |
Geometry Global Romania |
Head Of Art |
| Matei Vasiliu |
Geometry Global Romania |
Head Of Digital Creative |
| Rares Dumitrel |
Geometry Global Romania |
Senior Copywriter |
| Mihaela Bourceanu |
Geometry Global Romania |
Client Service Director |
| Patricia Arbanas |
Geometry Global Romania |
Account Director |
| Mina Ionescu |
Geometry Global Romania |
Junior Digital Account Manager |
| Madalina Gogu |
Geometry Global Romania |
Account Executive |
| Ionut Iacobache |
Geometry Global Romania |
Production Manager |
| Dorina Sandu |
Geometry Global Romania |
Dtp |
| Mihaela Zaharia |
Geometry Global Romania |
Pr Specialist |
| Adrian Dinu |
Elefant.ro |
Executive Director |
| Alen Todorov |
Elefant.ro |
Headof Marketing |
Brief Explanation
Deforestation is one of the hot topics in Romania.
In May 2015 was scheduled the biggest manifestation yet against abusive tree cutting.
Elefant.ro, one of the first online books seller in Romania, decided to play a role in the movement against deforestation. And, for the first time, the oldest living organisms on the planet started a digital revolution.
Trees promoted a simple, but clever app - Read a Tree. Scan any tree and receive a free e-book from Elefant! The app quickly became a symbolic act for fighting deforestation by sharing the scanned trees on social media.
Results and Effectiveness
In the first week, the app was downloaded over 5,000 times. During the first month, 200 books were downloaded each day. 50,000 trees were scanned and counting.
Read a Tree quickly became a trending app on Play Store and App Store, as more and more people were curious to see if it really worked. Online and media coverage soon followed, generating earned media to the value of 1.6 million EUR.
With a single, clever app, Elefant secured its leadership in the e-book market while promoting the fight against deforestation.
Creative Execution
Using image recognition algorithms, the app is able to detect if a tree appears in the photo or not. It could be any of the 100,000 species in the world. If a tree is detected, the app would give a free e-book.
All this without QR codes or fancy markers.
Right after the scan, the tree could be shared on Facebook, compelling friends to install the app and do the same. Everyone who tried it had a reason to share it, making Read a Tree a trending app both on App Store and Play Store.
Insights, Strategy and the Idea
Targeting book enthusiasts and environmental supporters, the app endorsed the fight against deforestation, but also promoted Elefant’s collection of e-books.
Trees were used as the launch medium, while the app became a medium itself. On social media, every shared scan of a tree triggered another download of the app. The app managed to promote itself without any paid media. The Read a Tree app ended up on TV news, while bloggers talked about the app that could turn every tree into a book without cutting it down.