|Title||BOOK COVER DISGUISES|
|Product / Service||E-BOOK|
|Entrant||CHEIL HONG KONG, HONG KONG|
|Entrant Company||CHEIL HONG KONG, HONG KONG|
|Advertising Agency||CHEIL HONG KONG, HONG KONG|
|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.