Cannes Lions

Not so silent library

CHEIL, Gurugram / SAMSUNG / 2024

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Overview

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Credits

Overview

Background

Every year the world’s largest literature festival takes place in Jaipur. Renowned authors, book lovers and literary fans flood the city. And if there’s one thing, they all have in common, it’s their love for a quiet place to read…Something that isn’t easily found in Indian cities! And Jaipur is no different. As the title sponsor for the world’s largest literature festival, Samsung had the perfect solution. The NOT SO SILENT LIBRARY. Samsung’s Active Noise Cancellation Galaxy Buds2 Pro earbuds and the Galaxy S9 series tabs, were stationed across some of the noisiest places across Jaipur. Readers were teased with a message. And when they plugged in the Buds and chose an audiobook from the Tab, a literal library came up around them.

Idea

Every year the world’s largest literature festival takes place in Jaipur. Renowned authors, book lovers and literary fans flood the city. And if there’s one thing, they all have in common, it’s their love for a quiet place to read…Something that isn’t easily found in Indian cities! And Jaipur is no different. As the title sponsor for the world’s largest literature festival, Samsung had the perfect solution. The NOT SO SILENT LIBRARY.

Samsung’s Active Noise Cancellation Galaxy Buds2 Pro earbuds and the Galaxy S9 series tabs, were stationed across some of the noisiest places across Jaipur. Readers were teased with a message. And when they plugged in the Buds and chose an audiobook from the Tab,

a literal library came up around them.

Strategy

Every year the world’s largest literature festival takes place in Jaipur. Renowned authors, book lovers and literary fans flood the city. And if there’s one thing, they all have in common, it’s their love for a quiet place to read…Something that isn’t easily found in Indian cities! And Jaipur is no different. As the title sponsor for the world’s largest literature festival, Samsung had the perfect solution. The NOT SO SILENT LIBRARY.

Samsung’s Active Noise Cancellation Galaxy Buds2 Pro earbuds and the Galaxy S9 series tabs, were stationed across some of the noisiest places across Jaipur. Readers were teased with a message. And when they plugged in the Buds and chose an audiobook from the Tab,

a literal library came up around them.

Execution

Every year the world’s largest literature festival takes place in Jaipur. Renowned authors, book lovers and literary fans flood the city. And if there’s one thing, they all have in common, it’s their love for a quiet place to read…Something that isn’t easily found in Indian cities! And Jaipur is no different. As the title sponsor for the world’s largest literature festival, Samsung had the perfect solution. The NOT SO SILENT LIBRARY.

Samsung’s Active Noise Cancellation Galaxy Buds2 Pro earbuds and the Galaxy S9 series tabs, were stationed across some of the noisiest places across Jaipur. Readers were teased with a message. And when they plugged in the Buds and chose an audiobook from the Tab,

a literal library came up around them.

Outcome

Total event footfall

240k

Total social engagement

90Mn+

Total net positive sentiment

45%

Social platforms were abuzz with mentions. And the internet at large celebrated the idea. The Not So Silent Library created a unique, noiseless reading experience for book lovers...while creating a lot of noise for the brand!

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