Title | BOOK OF LIMBO |
Brand | BELONG |
Product / Service | BELONG MOBILE AND INTERNET |
Category | B01. Books |
Entrant | HOWATSON + 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 |
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 |
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.
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.
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.
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.