Title	THE «SAY IT WITH A BOOK» SPEEDDATING
Brand	SBVV, SCHWEIZER BUCHHÄNDLER- UND VERLEGER-VERBAND
Product/Service	BOOKS
Category	A05. Media / Entertainment
Entrant	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Idea Creation	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Production	SERVICEPLAN SUISSE Zürich, SWITZERLAND

Name	Company	Position
Raul Serrat	Serviceplan Suisse AG	Executive Creative Director
Martin Spillmann	Serviceplan Suisse AG	Creative Director
Jan Krohn	Serviceplan Suisse AG	Copywriter
Nadja Tandler	Serviceplan Suisse AG	Art Director
Jasmine von Niederhäusern	Serviceplan Suisse AG	Art Director
Jasmine von Niederhäusern	Serviceplan Suisse AG	Art Director
Victor Borel	Serviceplan Suisse AG	Retouch Artist
Peter Felser	Serviceplan Suisse AG	Strategy

background

Today, people communicate more and more via social media or read e-books, which they buy online and keep hidden on devices. To encourage people to take the advice of trained booksellers and express themselves through their reading choices, we created a campaign for the Swiss Booksellers and Publishers Association: “Say it with a book.” In the campaign, books communicate via their titles to pronounce truths or provide funny comments on facts and news.

Describe the creative idea (20% of vote)

But we wanted more than just show how books can do the talking for their readers – we wanted to prove it: with the world’s first “say it with a book” speed-dating night. The idea? Choose your date partner based on their choice of book, to give you an insight into their characters and a warm-up topic to open the conversation.

Describe the strategy (20% of vote)

To encourage people to take the advice of booksellers and express themselves through their reading choices, we created the campaign “Say it with a book.”, in which books communicate via their titles. Then we set out to prove the communication power of books: with the world’s first “say it with a book” speed-dating night. The idea? Choose your date based on their choice of book, to give you an insight into their characters.

List the results (30% of vote)

Recruiting the promoter Speedflirting.ch as our event partner, we set the opening event in the “Papierhalle Zurich”, known for hosting the Switzerland’s most famous literature TV show. The event’s 62 spaces were booked out in no time. With an average 1.3 matches per entrant, the event’s success rate was 30% higher than average. The press response was overwhelmingly positive, with the activation reaching around 3 million readers.