Results and Effectiveness

The “Get Reading” campaign gave birth to a communal movement around the love of reading. Following our launch, book sales rose by 7% y-on-y (from a 16% decline in 2009) with the top 50 Books in our guide up 260% in 6-weeks! 70% increase in people who “strongly agree to spending more time reading” & overall, reading favour increased by 30% during the campaign period. (Proprietary studies) We succeeded in shifting people from a digitized, instant gratification fuelled information consumption behaviour, to the “analogue” pleasure of a traditional reading experience.

Creative Execution

Reading books is a solitary experience, which fails to bring people together like other entertainment choices do. In GET READING, we had to find a way to motivate people to read more and to enjoy the experience in more socially inspired settings. Spark interest & encourage engagement: We created 50 Books You Can’t Put Down from the free guide filled with inspired book recommendations to stimulate the imaginations of Australians Surrounded people in the Get Reading experience: Outdoor Reading Rooms were created in highly relevant locations to form inspirational settings to enjoy the Get Reading experience. Iconic locations included Sydney’s Hyde Park and Maiwar Green in Brisbane, Melbourne’s Federation Square to name a few. Stimulated conversation: iPhone application- introduced people to cafes and places which made reading a more fun, enjoyable experience for Australian communities. Twitter and Facebook pushed people to events and stimulated them to continue reading sustainably.

Insights, Strategy and the Idea

In today’s 24/7 societies, reading a book is a pleasure that many deem an unnecessary and unachievable luxury. Our strategy was to form connections with everyday Australians by taking the predictability out of reading whilst making it more social. We needed to make every step of the consumer experience inspirational to reignite the passion; take the hard work out of choosing a book and look at new ways of reminding consumers of the shared pleasures gained from reading. “Get Reading 2010”’s purpose was to create a powerful communal experience centered around three key objectives: 1. Remind people of the pleasure of reading - in everyday spare moments 2. Create environments that inspired everyday people to talk about books 3. Take the hard work out of choosing a good book