Title | THE BOOK TAPE |
Brand | RANDOM HOUSE |
Product/Service | HEYNE HARDCORE |
Category |
B02. Promotional Item Design |
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
|
Credits
Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Christoph Everke |
SERVICEPLAN GERMANY |
Executive Creative Director |
Alexander Nagel |
SERVICEPLAN GERMANY |
Executive Creative Director |
Daniele del Nero |
SERVICEPLAN GERMANY |
Art Director |
Linda Moers |
SERVICEPLAN GERMANY |
Copywriter |
Franz Roeppischer |
SERVICEPLAN GROUP |
Creative Innovation Director |
Lorenz Langgartner |
SERVICEPLAN GROUP |
Creative Innovation Director |
Hendrik Sommerfeld |
Freelance |
Motion Designer |
Pedro Gropo |
SERVICEPLAN GROUP |
Junior Art Director |
The Campaign
We turned the ultimate 80s medium – the Audio Cassette – into a reading sample, with which you could literally turn back time: Book Tape. The first book on tape.
Creative Execution
A sample of the book was printed on special tape and integrated into retro cassettes. For a special reading experience, we used the ultimate 80s trick: Rewinding the tape with a pencil. A link at the end led to a website with more information and the chance to purchase the whole book.
Indication of how successful the outcome was in the market
With the Book Tape, thousands turned back the time to the 80s, more than 60% of sample readers bought the book, and Schottendisco turned out to be a great success.
The Book Tape aims to reach readers and music fans, who are interested in the 80ties (music) scene. Especially people who experienced that colorful age and get reminded to their early days.