THE BOOK TAPE

ClientRANDOM HOUSE
Category B02. Promotional Item Design
TitleTHE BOOK TAPE
Product/ServiceHEYNE HARDCORE
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Credits
Name Company Position
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.