Leya Design & Branding ONLINE READING by Leo Burnett Iberia Madrid

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ONLINE READING

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Industry Book store, Website
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Bruno Nakano
Copywriter Francisco Cassis
Released April 2011

Credits & Description

Category: Posters
Advertiser: LEYA
Product/Service: MEDIABOOKS.COM
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 28 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Media placement: Posters - Music stores, bars, restaurants, universities - December 2010

Describe the brief from the client
MEDIABOOKS needed to boost sales and to achieve that, they needed to target young people.
So the brief was that, encourage young people to read more.

Describe the challenges and key objectives
Young people think they don't like to read. They say they have no time, that reading is boring, etc.
But it's not true.
The challenge was to encourage this sceptical target to read books.

Describe how you arrived at the final design
We realized that young people read a lot more than they think.
They are logged 24 hours to social media, reading other friends' status, tweets, posts, comments...

So, we did simple posters that looked like photocopied books, the only ones that young people read in university (because they are forced to).

Instead of a novel, we put real text that people read when they log into Facebook or Twitter.
Real –and useless- reading we all do everyday, that helped Mediabooks become relevant for the Portuguese consumers.

Give some indication of how successful the outcome was in the market
The campaign -and specially the thought behind it- was really successful among young people and we already launched a bigger platform in Facebook called Facebook Books. A series of online books that you can only read like a Facebook profiles.