#disruption #earnedmedia #branddesign #activation #socialresponsability #creativeconsulting #brand enlightenment
BRAND CHALLENGE
Reading. For some an ever pending subject. For others an uncontrollable passion. The emergence of the eBook has been a tremendous quake to the publishing sector, a format as applauded as criticised. Following the popularisation of this digital aid, a small ebook publishing house specialising in classical works, contacted us to attract the public’s attention to their publications.
BRAND ENLIGHTENMENT
The problems of the ebook are easy to know intuitively: For the editor, the lack of resources to differentiate the offer. Especially if you work with books that are not new..For the reader, detachment from a product that "you can’t touch or smell. Two sides of the same story.
It was therefore essential to find a way to project emotionality on the product. We proposed to innovate creating a phygital product under a powerful image and name. A combination of branding, literature and the concept of toy art. What the cold bits could not offer, would be achieved by a figure designed exclusively to keep each digital edition inside of it, becoming:
a remarkable icon of a story
a reading promotion
a gift
a collectible
a new media an education tool
a new chapter of book´s history
things to read
In a nutshell, a great tool for the actual reader to get sensations impossible to have with the conventional ebook.
ACHIEVEMENTS
★
Disney Accelerator and Techstars, one of the first 3 startup accelerators in the United States, have shown interest in the project.
★
In the prototype tests we have verified that, using the toy code, children are able to connect with classical literature.
★
In addition, the adult target is mostly willing to pay for the price difference comparing it to a conventional ebook and considers it a great gift.