RIDE A BOOK

TitleRIDE A BOOK
ClientJOOLIET COOMBE
Product / ServicePUBLISHING
CategoryA01. Event & Field Marketing
EntrantLEO BURNETT SOLUTIONS Colombo, SRI LANKA
Entrant Company:LEO BURNETT SOLUTIONS Colombo, SRI LANKA
Sales Promotion/Advertising Agency:LEO BURNETT SOLUTIONS Colombo, SRI LANKA

The Brief

To promote the book "Around the Fort in 80 Lives" by Juliet Coombe, Daisy Perry, during the Galle Literary Festival. The festival is an annual event in Sri lanka, which attracts approximately 5000 writers and readers from all over the world.

Describe how the promotion developed from concept to implementation

We placed large page numbers in different locations around the Galle Fort area. Each page number, corresponded to a page in the book, which described that particular location. We wanted to intrigue passers by and make them feel they were inside a giant book. The page numbers also carried an invitation to the book riding. On the day of the ride, the attendees were taken by the author from one location to another in 30 branded 3 wheelers. At each location, the author would give them a reading from the respective page in the book.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 750 copies of the book were sold during and immediately after the festival. The book riding also got the book significant publicity on TV. Newspapers, Magazines, and on many popular online blogs. This undoubtedly contributed to even more sales around the world.

Explain why the method of promotion was most relevant to the product or service

Since the literary festival attracted 5000 literary savvy people, it was the perfect audience to market the book, and they were all looking for a unique experience that centered around the festival. The book riding offered them this novel experience.

Credits

Name Company Position
Joono Simon Leo Burnett Solutions Inc Chief Creative Officer
Joono Simon Leo Burnett Solutions Inc Copy Writer
Marsh Dodanwela Arc Worldwide Sri Lanka Snr Mgr Engagement Media
Ashan Bandaranayake Leo Burnett Solutions Inc Copy Writer
Lalith Karunatilaka Leo Burnett Solutions Inc Senior Art Director
Lalindra Amerasekera Arc Worldwide Sri Lanka Group Head - Promotional Mktng
Shivi Jayasinghe Leo Burnett Solutions Inc Consultant
Eraj Wirasinha Leo Burnett Solutions Inc Creative Group Head
Aman Ashraff Leo Burnett Solutions Inc Creative Group Head
Mandy Wickramasooriya Arc Worldwide Sri Lanka Director Operations
Saaliya Thilakerathne Syncrosite Productions Propreiter
Sujeewa Samarasekera Shift Solutions Chief Executive Officer
Samantha Weerawardene Leo Burnett Solutions Inc Copy Writer
Mehenaz Mohammed Leo Burnett Solutions Inc Operations Manager
Suranga Fernando Leo Burnett Solutions Inc Senior Digital Graphics Artist
Illango / Saman 24 Frames Directors
Hemajith Genesiz 3D Graphic Artist