Why is this work relevant for Media?

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)

Background

To help literature reclaim its rightful place, we created an unexpected new media: The 1st public restrooms that turn toilet-goers into literature users.

Describe the creative idea / insights (30% of vote)

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,

Describe the strategy (20% of vote)

Please refer to the case study and board submitted.

Describe the execution (20% of vote)

The idea was first implemented at Gardens Beats Music festival 2019

List the results (30% of vote)

- 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.