Brief Explanation

Challenges • Decrease in book readership According to statistics, people spent: 3.4 hours watching Television 3.1 hours online through a computer 0.7 hours reading a book • Increase in alternate forms of reading • So caught up were people in the humdrum of life that they forgot to enjoy reading Objectives • To get people to spend more time reading • To make people think of Penguin Books when they think of reading • To demonstrate how people can make time to read

The Brief

To bring Penguin, the iconic brand that invented casual paperback reading, to the people, all over again, during World Book Day 2011.

How the final design was conceived

We had a simple insight: Every book is made up of words. And all words are composed of 26 letters of the alphabet, arranged and rearranged in infinite combinations of type. We custom-designed a typeface that helped create distinct alphabet furniture, forming our Mobile Alphabet Libraries, which traveled across Singapore. Giving people a unique reading experience. Because in a frenetic city like Singapore, people are always on the move, so instead of waiting for them to visit a bookstore, we brought books to them through the Mobile Alphabet Libraries.

Indication of how successful the outcome was in the market

The Clients were delighted as their brand went to town at places even regular advertising couldn’t reach, and generated a surge in web interest and time spent on web pages. Additionally, it gave potential customers a chance to interact with the brand. This concept was so well received that the National Library Board requested for the Mobile Alphabet Libraries to be placed on their premises. At the libraries, people started enquiring as to whether they could be guided towards where certain Penguin titles could be procured. But mostly, many people got completely immersed in the books.