Title | BOOK COVER DISGUISES |
Brand | FOUR DIRECTIONS |
Product / Service | E-BOOK |
Category | A01. Posters |
Entrant | CHEIL HONG KONG, HONG KONG |
Entrant Company | CHEIL HONG KONG, HONG KONG |
Advertising Agency | CHEIL HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Paul Chan | Cheil HK | Executive Creative Director |
Shi Ping Ong | Cheil HK | Executive Creative Director |
Paul Chan | Cheil HK | Writer |
Tony Chan | Cheil HK | Writer |
Shi Ping Ong | Cheil HK | Art Director |
Ivan Au | Cheil HK | Art Director |
Charmian Liang | Cheil HK | Designer |
Jay Jeong | Cheil HK | Account Service |
Kristie Chen | Cheil HK | Account Service |
There had to be an interesting angle. Apart from finding a unique benefit of reading an e-book instead of a physical book, we had to design something fresh, memorable and convincing.
Competition in the e-book industry is getting fierce. So our brief was to convert a tough new audience for growth: old-school lovers of physical books.
Let’s face it, we’ve all read books that we’re too embarrassed to admit, let alone show in public. This is a problem you simply don’t have with e-books. So we designed a series of fake book covers as peel-able posters. Placed next to embarrassing book titles in bookstores (e.g. Fifty Shades of Grey, Mills & Boon), customers could disguise any book and read it in public—without any shame or risk of being ridiculed. Even the call-to-action was cleverly disguised as the back cover synopsis—reminding readers that the other way, of course, is to simply download an e-book instead.
Hundreds of readers picked up these innocuous book cover disguises. The humour travelled well too, appearing on dozens of sites around the world. New e-books were even downloaded in countries outside of Hong Kong. The campaign led to a 17% increase in revenue compared to the same period last year.