| Title | READ WHILE YOU ARE WAITING |
| Brand | HANDHELD CULTURE |
| Product / Service | ONLINE EBOOK STORE |
| Category | C02. Small Scale Special Solutions |
| Entrant | GREY GROUP HONG KONG, HONG KONG |
| Entrant Company: | GREY GROUP HONG KONG, HONG KONG |
| Advertising Agency: | GREY GROUP HONG KONG, HONG KONG |
| Name | Position |
|---|---|
| Keith Ho | Executive Creative Director |
| Keith Ho/Kym Ma/Henry Yim/Jeff Tsang | Creative Director |
| Kristie Chen/Jeff Tsang | Copywriter |
| Keith Ho/Kym Ma | Art Director |
| Kym Ma | Typographer |
| Doris Au | Account Supervisor |
| Michelle Yiu | Account Manager |
| Michelle Yiu | Account Manager |
To raise awareness for e-bookstore, Handheld Culture, we made use of restaurant "take a number" tickets as a new kind of promotional medium. We put short yet enticing excerpts from 100 good books on the tickets along with a QR code that allowed queuing customers to download an entire ebook onto their phone or mobile device to read while they waited. Within one week, 110,000 restaurant queue tickets were distributed, leading to a 22% increase in visits to Handheld Culture’s site and a 5% increase in sales.