POWERBOOKS

Short List
TitlePOWERBOOKS
ClientNATIONAL BOOK DEVELOPMENT COUNCIL OF SINGAPORE (NBDCS)
Product / ServiceLITERACY PUBLIC AWARENESS CAMPAIGN
CategoryA02. Activation by Proximity
EntrantDDB GROUP SINGAPORE, SINGAPORE
Idea Creation DDB GROUP SINGAPORE, SINGAPORE
Media Placement DDB GROUP SINGAPORE, SINGAPORE
Production DDB GROUP SINGAPORE, SINGAPORE

The Campaign

Charging time is now reading time. We reintroduce literature to the nation through an everyday need in the digital age. 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. Firstly, we provided wireless charging points all 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 with a simple tap of the phone, 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 books are web based. They will also be redirected to a webstore where they can purchase other books.

Creative Execution

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 local book sales [1] - 70%?reported increased interest in local literature [1] - Feature on all major news media across the nation Source: 1. National Arts Council of Singapore

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

Credits

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
Links
Supporting Webpage   |   Supporting Webpage   |   Supporting Webpage