Brand Experience and Activation > Product/Service

READ A BOOK AT WORK

COLENSO BBDO, Auckland / NEW ZEALAND BOOK COUNCIL / 2008

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

We disguised books as every day office computer documents and released them on the internet because the New Zealand Book Council wanted to promote reading. They wanted to make books more accessible and to encourage people to fall in love with reading again.

Effectiveness

At the time of entry, this site had just gone live. The initial response has been overwhelming. More books are being uploaded by the day, and many authors and publication houses have expressed interest in helping the cause. And thankfully the backlash from bosses is yet to start.So if you need a break from all this judging, maybe you should read a book. www.readatwork.com

Implementation

With the help of New Zealand authors and local publishing houses we were able to obtain the rights to a number of novels, short stories and poems to promote online.

We then disguised them as Powerpoint documents, which are all housed at our equally disguised online library, which is designed to look identical to a Windows desktop.

Relevancy

These days people spend far too much time in front of their computers working and not enough time reading books. So we figured that surely people would rather read books than do work.

This promotion allowed people to read classics by Virginia Wolfe through to modern short stories by local New Zealand authors on any computer, at any time, without anyone ever knowing. Especially at work, where your boss and co-workers will be none the wiser.

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