OFFLINE BOOK by DDB Singapore for MATH PAPER PRESS

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OFFLINE BOOK

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Industry Publishing, streaming & media, Mobile applications
Media Case study
Market Singapore
Agency DDB Singapore
Creative Director Khalid Osman, Lester Lee
Art Director Sid Lim, Marvin Liang
Copywriter Adrian Leong, Naresh Kumar
Released November 2013

Awards

Cannes Lions, 2014
MOBILE LIONS Mobile Websites And Web Apps: Media, Entertainment and Leisure GOLD

Credits & Description

Type of entry: Mobile Websites And Web Apps
Category: Media, Entertainment and Leisure
Advertiser: MATH PAPER PRESS
Product/Service: PRINTED BOOKS
Agency: DDB GROUP SINGAPORE, SINGAPORE
Client: MATH PAPER PRESS
Product: PRINTED BOOKS
Entrant: DDB GROUP SINGAPORE, SINGAPORE
Type of Entry: Mobile Websites And Web Apps
Category: Media, Entertainment and Leisure
Entrant Company : DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency : DDB GROUP SINGAPORE, SINGAPORE
Chief Creative Officer: Neil Johnson (Ddb Group Singapore)
Group Executive Creative Director: Joji Jacob (Ddb Group Singapore)
Executive Creative Director/Head Of Art/Design: Thomas Yang (Ddb Group Singapore)
Creative Director: Khalid Osman (Ddb Group Singapore)
Creative Director: Lester Lee (Ddb Group Singapore)
Art Director: Marvin Liang (Ddb Group Singapore)
Art Director: Sid Lim (Ddb Group Singapore)
Copywriter: Adrian Leong (Ddb Group Singapore)
Copywriter: Naresh Kumar (Ddb Group Singapore)
Project Director: Leslie Goh (Ddb Group Singapore)
Head Of Technology: Weelee Yeo (Ddb Group Singapore)
Digital Catalyst/Experience Planner: Neo Chun Guan (Ddb Group Singapore)
Managing Director: Rowena Bhagchandani (Ddb Group Singapore)
Account Manager: Xindy Wang (Ddb Group Singapore)
Creative Execution:
• ENCOURAGING DOWNLOADS: We created different patches customised with different genres of books. Each patch became a mini web app that we made available free on a microsite. • CREATING A MOVEMENT: Next, we invited websites, blogs, etc. to download the customised web apps that suit their target audience. Helping them to keep visitors engaged at their URL, even when offline. While turning a simple idea championed by a single client in Singapore into an ongoing movement that any website or blog anywhere in the world can participate in.
• REVIVAL OF INTEREST: Within a short span of two months since launch, Math Paper Press titles saw an increase in sales. More importantly, store traffic at Books Actually, the main carrier of Math Paper Press titles, increased by over 20%, signifying a renewed interest in hard copy books. • GROWING MOVEMENT: The Offline Book created widespread interest with website/blog owners. Early partners ranged from fine arts blogs and design studios to surprising adopters like an engineering site. We’re currently in talks with multiple parties, ranging from a floral distributor to a national heritage site. • WIDESPREAD REACH: For under $US20,000, we launched a movement that could potentially reach 7 million mobile users in Singapore alone, and 7 billion mobile users worldwide, directly.
‘ANALOG’ BOOKS IN THE DIGITAL AGE: Math Paper Press is a print publisher. But with everybody reading online, how does a print publisher keep hard copy books relevant? • THE MOBILE OPPORTUNITY: Many people surf the web on mobile devices like smartphones and tablets. And lose Internet connection often when they go indoors or underground. Meaning: Online resources can ‘go offline’. • THE IDEA: BOOKS NEVER GO OFFLINE • THE WEB APPLICATION: Using a simple HTML patch that alters the existing cache of partner websites, we substituted standard offline notifications with excerpts from Math Paper Press publications. So when people go offline, instead of an offline page, they get an ‘offline book’. Each instance of lost connection became a surprising reminder of the ‘always available’ nature of hard copy books. We even directed people to the actual book with a bookstore location at the end of each excerpt.