Title | OFFLINE BOOK |
Brand | MATH PAPER PRESS |
Product / Service | PRINTED BOOKS |
Category | B04. Consumer Services |
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 | Project Manager |
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 | Senior Account Manager |
THE OBJECTIVE: As a print publisher, Math Paper Press needed to find a way to remind readers that hard copy books remain relevant in the digital age THE DIRECT OPPORTUNITY: Many readers surf the web on mobile devices like smartphones and tablets. And they lose Internet connection often when they go indoors or underground or enter a lift or train, etc. These readers gave us the perfect opportunity to leverage on the unique feature of 'analog' books: BOOKS NEVER GO OFFLINE
CUSTOMISED MESSAGING: Like any audience, readers respond best to things that interest them. To cater to different readers, we created HTML patches that offered excerpts from different genres of books. So visitors to a dating site might get a love poem. Readers on a news blog might get a political essay. While visitors on a social site might get a story about friendship. This customization catered to a wide variety of readers and interests, echoing the philosophy of Math Paper Press: there's a perfect book for every reader.
THE IDEA: We turned the common offline page into a direct channel for a timely message. Using a simple HTML patch that alters the cache of partner websites, we substituted offline notifications with excerpts from real books published by Math Paper Press. So when people go offline, instead of an offline page, they get an 'offline book'. THE RESPONSE MECHANISM: Each digital excerpt also included a bookstore location to lead readers back to the 'analog' version, stimulating a direct response from our target audience.
REVIVAL OF INTEREST: Two months from launch, Math Paper Press titles saw an increase in sales. More significantly, store traffic at Books Actually, its main distributor, increased by 20%, signifying a renewed interest in hard copy books. ONLINE MOVEMENT: We made the offline book patches available free online. And created widespread interest among website/blog owners. Early partners ranged from design blogs to an engineering site. Prospective partners, from a floral distributor to a national heritage site. The movement could potentially reach 7 million mobile users in Singapore, and 7 billion worldwide, directly, with a budget below US$20,000.