OFFLINE BOOK

Short List
TitleOFFLINE BOOK
BrandMATH PAPER PRESS
Product / ServicePRINTED BOOKS
CategoryB04. Consumer Services
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE

Credits

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 Brief

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

Describe how the promotion developed from concept to implementation

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.

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

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.

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

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.