| Title | CRIMINAL REVIEWS |
| Brand | PIPER VERLAG |
| Product/Service | BOOK RELEASE |
| Category |
I04. Social Behaviour & Cultural Insight |
|
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
|
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
|
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Media Placement
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MEDIAPLUS Munich, GERMANY
|
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Production
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NHB VIDEO Hamburg, GERMANY
|
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Production 2
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2WEI MUSIC Hamburg, GERMANY
|
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Additional Company
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PLAN.NET Munich, GERMANY
|
Credits
| Alex Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
| Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Director Art |
| Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Director Text |
| Lars Holling |
SERVICEPLAN GERMANY |
Managing Director Account |
| Soen Becker |
SERVICEPLAN GERMANY |
Creative Director Art |
| Eduard Hoerner |
SERVICEPLAN GERMANY |
Creative Director Text |
| Sarah Mosbacher |
SERVICEPLAN GERMANY |
Art Director |
| David Zicca |
SERVICEPLAN GERMANY |
Copywriter |
| Henrik Claus |
SERVICEPLAN GERMANY |
Copywriter |
| Nico Lohmann |
SERVICEPLAN GERMANY |
Account Management |
| Ann-Kathrin Frohloff |
SERVICEPLAN GERMANY |
Account Management |
| Christoph Köhler |
nhb video |
Producer |
| Marc Hartmann |
Freelance |
Director |
| Jakob Suess |
Freelance |
DoP / Photographer |
| Phil Petry |
Freelance |
Assistant DoP |
| Thomas Keller |
Freelance |
Sound Engineer |
| Felix Plueddemann |
Freelance |
Lighting |
| Simon Heeger |
2wei |
Music Production |
Background
From the beginning of modern publishing book buyers always have to trust the descriptions and reviews written by book critics. But those reviews tell people only about typical literary treatments and not if the story itself is reliable or not. Therefore, it would need a new kind of reviews.
Describe the strategy
Criminal Reviews. The first book description of a crime novel that is reviewed by a real criminal. Regarding to the book market, it is mostly on book critics to decide on the success of a book. But are they really the right people to evaluate a book? PIPER one of Germanys largest book publishers found an answer.
Describe the execution
Henry-Oliver Jakobs, a convicted murderer who spent 19 years in prison, was asked to review the new book of Jørn Lier Horst (“Wisting und der Tag der Vermissten”) and its core story of a murder case with all its facets. The review was published by PIPER on their website, social media accounts and spread through the classic and digital book trade.
List the results
Within in just seven days the initiative triggered book buyers so much, the book became a SPIEGEL bestseller – Germanys most popular ranking for books. With Criminal Reviews, PIPER reinvented the way of reviewing books by giving readers the most realistic evaluation of a crime novel they could ever get.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In general, book buyers have to rely on the reviews of critics who only examine literary topics of a book. But that kind of information won’t help you further, if you want to know if e.g. a crime novel has a realistic backgrounds and plots. And this is where Criminal Reviews comes into play.