Title | LOOTERATURE |
Brand | STORYTEL |
Product / Service | AUDIOBOOKS |
Category | C03. Exhibitions / Installations |
Entrant | GEOMETRY GLOBAL Singapore, SINGAPORE |
Idea Creation | GEOMETRY GLOBAL Singapore, SINGAPORE |
Idea Creation 2 | OGILVY SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Jorge Thauby | VMLYR Singapore | Executive Creative Director |
Julian Gutierrez | Geometry Singapore | Associate Creative Director |
Andres Lopez | VMLYR Singapore | Art Director |
Kimberly Ang | VMLYR Singapore | Art Director |
Shirley Tay | Ogilvy Singapore | Executive Group Director |
Phuc Nguyen | Ogilvy Singapore | Business Director |
Sheena Ong | Ogilvy Singapore | Account Manager |
Sarah Almodiel | Ogilvy Singapore | Account Executive |
Looterature Creating a business opportunity out of a behavioural problem. Reading in the bathroom is a ‘classic’ behaviour. But the digital age is replacing it with another: 90% of people take their phones to the toilet for social media, texting, gaming, shopping, etc. (WIRED / Bankmycell.com)
To help literature reclaim its rightful place, we created an unexpected new media: The 1st public restrooms that turn toilet-goers into literature users.
This is how we did it: -Motion-activated speakers played audiobooks to “busy” users (making them a “literally captive” audience). -Book-inspired exterior and interior designs made users feel wholly immersed in each story. -The ready-to-use stalls can be carried to any event, and so we launched them at Garden Beats, Singapore’s biggest art festival. -Once people were hooked to a story, we invited them to scan a code for a 30-day free trial,
Non-users of audiobooks in Singapore
The new media was implemented the first time in the Garden Beats music Festival.
Results: - The idea literally caught thousands of people with their pants down. And they loved it. - We created a fun, ready-to-use solution to push audiobook downloads in any event and place. - And most importantly, we made literature the king when people are on the throne.