Title | OFFLINE BOOK |
Brand | MATH PAPER PRESS |
Product / Service | PRINTED BOOKS |
Category | H01. Branded tech (online) |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
Thomas Yang | Ddb Group Singapore | Deputy Executive Creative Director/Head Of Art/Design |
Khalid Osman | Ddb Group Singapore | Creative Director |
Lester Lee | Ddb Group Singapore | Creative Director |
Marvin Liang | DDB Group Singapore | Art Director |
Sid Lim | DDB Group Singapore | Art Director |
Adrian Leong | DDB Group Singapore | Copywriter |
Naresh Kumar | DDB Group Singapore | Copywriter |
Leslie Goh | Ddb Group Singapore | Associate Project Director |
Yeo Wee Lee | Ddb Group Singapore | Head Of Technology |
Neo Chun Guan | Ddb Group Singapore | Digital Catalyst/Experience Planner |
Rowena Bhagchandani | Ddb Group Singapore | Managing Director |
Xindy Wang | Ddb Group Singapore | Account Manager |
• ENCOURAGING DOWNLOADS: We created different patches customised with different genres of books. Each patch became a mini web app that we made available free on a microsite. • CREATING A MOVEMENT: Next, we invited websites, blogs, etc. to download the customised web apps that suit their target audience. Helping them to keep visitors engaged at their URL, even when offline. While turning a simple idea championed by a single client in Singapore into an ongoing movement that any website or blog anywhere in the world can participate in.
• REVIVAL OF INTEREST: Two months from launch, Math Paper Press titles saw an increase in sales. More importantly, store traffic at Books Actually, its main distributor, increased by 20%, signifying a renewed interest in hard copy books. • ONLINE MOVEMENT: We created widespread interest with website/blog owners. Early partners ranged from art and design blogs to surprising adopters like an engineering site. Prospective partners range from a floral distributor to a national heritage site. The movement could potentially reach 7 million mobile users in Singapore, and 7 billion worldwide, with a budget of less than US$20,000.
‘ANALOG’ BOOKS IN THE DIGITAL AGE: Math Paper Press is a print publisher. But with everybody reading online, how does a print publisher keep hard copy books relevant? • THE CYBER OPPORTUNITY: Many people surf the web on mobile devices like smartphones and tablets. And lose Internet connection often when they go indoors or underground. Meaning: Online resources can ‘go offline’. • THE IDEA: BOOKS NEVER GO OFFLINE • THE WEB APPLICATION: Using a simple HTML patch that alters the existing cache of partner websites, we substituted standard offline notifications with excerpts from Math Paper Press publications. So when people go offline, instead of an offline page, they get an ‘offline book’. We even directed people to the actual book with a bookstore location at the end of each excerpt. Exploiting the volatility of digital access to send a timely reminder of the resilience of the traditional media it threatened.