BOOK OF LIMBO

Silver Spike

Case Film

Presentation Image

TitleBOOK OF LIMBO
BrandBELONG
Product / ServiceBELONG MOBILE AND INTERNET
CategoryB01. Books
EntrantHOWATSON + COMPANY Sydney, AUSTRALIA
Idea Creation HOWATSON + COMPANY Sydney, AUSTRALIA
Idea Creation 2 COLLIDER Sydney, AUSTRALIA
Media Placement HOWATSON + COMPANY Sydney, AUSTRALIA
Media Placement 2 OMD Sydney, AUSTRALIA
PR HOWATSON + COMPANY Sydney, AUSTRALIA
PR 2 CLEMENGER PR Melbourne, AUSTRALIA
Production HOWATSON + COMPANY Sydney, AUSTRALIA
Production 2 COLLIDER Sydney, AUSTRALIA
Post Production HOWATSON + COMPANY Sydney, AUSTRALIA
Post Production 2 COLLIDER Sydney, AUSTRALIA
Additional Company SALTWATER DREAMTIME Surry Hills, AUSTRALIA

Credits

Name Company Position
Gavin Chimes Howatson+Company Executive Creative Director
Leslie Sharpe Howatson+Company Creative Director
Elaine Li Howatson+Company Senior Art Director
Jared Wicker Howatson+Company Senior Copywriter
Andrew van der Westhuyzen Collider Studio Founder, Creative Director
Kåre Martens Collider Studio Creative Director / Strategy
Hugh Carrick-Allan Collider Studio CGI Artist
Sun Lee Howatson+Company Group Business Director
Angela Lethbridge Howatson+Company Business Director
Georgia Price Howatson+Company Senior PR Manager
Hugh Carrick-Allan Collider CGI Artist
Hoss Ghonouie Collider Head of Studio Production
Zac Bennett-Brook Saltwater Dreamtime Artist and owner
Bruce Cameron Individual Director of Production
Garry Gorman Peachyprint Sales Director
Aaliah Eggins-Bryson Belong Head of Product
Nathan Cole Belong Marketing Chapter Lead
Loretta Bell Belong Product Owner – Trading & Propositions
Josh Bailey Belong Marketing – Trading & Propositions
Adelaide L’Estrange Belong Senior Marketing Specialist
Jana Kotatko Belong CEO
Kelly Schulz Belong Head of Brand, Comms & Culture
Leanne Boyd Belong Brand + Creative Lead
Clare Taylor Belong Brand Specialist
Chris Howatson Howatson+Company Chief Executive Officer
Holly Alexander Howatson+Company Head of Production

Background

In late 2021, the world was abuzz with the new iPhone 13 announcement. Which Australian telco Belong saw as an opportunity to build their own brand awareness and get SIM cards into new phones. So, rather than advertising the iPhone’s features like every other competitor, we focused on solving a problem every new phone owner experiences. Phone limbo. That sudden period of disconnection that happens when your new device starts transferring all your data from your old one. A time without memes, factoids and other internet wonders.

Describe the creative idea (40% of vote)

The Book of Limbo is the world’s first offline online wormhole, designed to keep you entertained while stranded between phones. It channels the wonder of the internet into 120 pages of original multimedia art – covering reverse centaurs, vampire memes, royal conspiracies and whale poops factoids. It even includes the entirety of Alice in Wonderland. Just like a real internet wormhole, each page links to the next; an immersive journey designed to end when your phone lights up again, with a free $80 Belong SIM to help you explore real, online wormholes.

Describe the execution (40% of vote)

The Book of Limbo brings the experience of the internet to life in a new way, using original 3D art, photography and illustration. The art was even informed by the internet itself, through AI-powered art programs (GAN). All materials were locally sourced, sustainably made and the production was carbon offset. This book was designed to mimic the online wormholes we all find ourselves falling down that twist and turn in unexpected ways –from the mesmerizing cover to the changing materials and textures throughout. We launched the book with a targeted campaign a week before the iPhone drop, appearing on eCommerce sites, tech blogs and tech influencer channels –asking fans to pre-order the book alongside their new phones. After the book’s immediate popularity, we created an audiobook, designed for smart speakers, so everyone who didn’t get a physical copy could still enjoy the ride while their phone was being set up.

List the results (20% of vote)

This campaign earned 23+ million impressions, a 400% uplift in site traffic and heaps more brand consideration, with +50% purchase intent for those who saw the campaign.

Links

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