Title | POWERBOOKS |
Brand | NATIONAL BOOK DEVELOPMENT COUNCIL OF SINGAPORE (NBDCS) |
Product / Service | LITERACY PUBLIC AWARENESS CAMPAIGN |
Category | B10. Use of Mobile |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Idea Creation | DDB GROUP SINGAPORE, SINGAPORE |
Media Placement | DDB GROUP SINGAPORE, SINGAPORE |
Production | DDB GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Chris Chiu | DDB Group Singapore | Chief Creative Officer |
Thomas Yang | DDB Group Singapore | Deputy Executive Creative Director / Head of Art & Design |
Pradeep D'Souza | DDB Group Singapore | Creative Director |
Jenn Perng Chong | DDB Group Singapore | Art Director |
Tay Aik Tiao | DDB Group Singapore | Copywriter |
Justin Tan | DDB Group Singapore | Head of Creative Services/Partner |
Andrew Candraditya | DDB Group Singapore | Senior Solutions Manager |
Joanne Lee | DDB Group Singapore | Agency Producer |
Liqi Ng | DDB Group Singapore | Producer |
Vinod Varma | Altnative Media | Videographer |
Neil Johnson | DDB Group Singapore | Creative Chairman |
Charging time is now reading time. By combining NFC technology with wireless charging technology, we created a state-of-the art wireless charger that instantly launches an eBook every time a phone is charged, reintroducing literature to the nation through an everyday need in the digital age. Firstly, we provided wireless charging points across the country at cafes, restaurants, schools and bars, and disguised them as books. These books come with a hidden NFC chip that is programmed to instantly prompt an eBook URL on the user’s mobile phone when used for charging. All this is done without the need for any apps or downloads. Consumers can read on-site or bring the eBook home to read at their convenience, as the content is web based. They will also be redirected to a webstore where they can purchase other books.
We began by combining wireless chargers with NFC chips and loading them up with the eBooks. These chargers were then disguised as “books”. We partnered up with numerous cafes, restaurants, schools and bars across the nation and began providing free wireless charging services. Upon using these chargers, the NFC chip prompts a free eBook on mobile devices that consumers can take home. They also have the option to be directed to a webstore where they can purchase or learn about other local books. The campaign also ran in support of SingLit Festival (Singapore’s biggest literature festival) held on Feb 24 – 26. The chargers were available to the public for the full month of February, leading up to the event. Due to overwhelming demand, we extended the activation period for the entire month of March as well.
- 24% increase in book sales [1] - 70%?reported increased interest in literature [1] - Feature on all major news media across the nation Source: 1. National Arts Council of Singapore
We were tasked to reintroduce people to literature in the digital era, so we reached out to the nation through a novel and relatively untapped, yet unobtrusive media choice – phone chargers. With a 149.2% mobile penetration rate in Singapore [1] (many Singaporeans own more than one mobile phone), phone charging is the perfect medium for our audiences. Through a simple everyday routine (phone charging), our media use led to an overall increased awareness in literature and book sales. Source: 1. Official Singapore government data: https://data.gov.sg/dataset/mobile-penetration-rate
With a mobile penetration of 149.2% [1], (many Singaporeans own more than 1 mobile phone!), Singapore has the highest mobile penetration in the world. Hence, we reached out to the entire nation at the same time through phone charging – an everyday need for people in the digital age. The medium was one that audiences were comfortable and familiar with and was made easy to use for all (instantaneous, without apps or downloads). We also targeted everyday places where consumers could relax and had time to sit down to charge their devices. These included places like cafes, restaurants, schools and bars. Through the chargers, users would get a free eBook upon charging, and have the option to be directed to a webstore where they can purchase or learn more about other books. Source: 1. Official Singapore government data: https://data.gov.sg/dataset/mobile-penetration-rate