THE «SAY IT WITH A BOOK» SPEEDDATING
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
|
Credits
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.