Out Of Office Poetry by Leo Burnett Brussels for The Read Foundation

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Out Of Office Poetry

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Industry Public awareness
Media Direct marketing
Market Belgium
Agency Leo Burnett Brussels
Released August 2012

Awards

Epica Awards 2012
Direct Marketing Consumer Direct Silver

Credits & Description

Agency (city): Leo Burnett Brussels
Creative Director(s): Tom Loockx, Jorrit Hermans
Copywriter(s): Joke Van Leeuwen, Stijn Vranken, Lies Van Gasse, Ester Naomi Perquin
Agency Producer(s): Veronique Allard
Graphic Design: Benoît Germeau

Short explanation
We offered poetry via a medium nobody ever thought of: the out of office reply. And by offering unique poems by famous writers, we created conversation and sharing value. Anyone who sent a mail to The Reading Foundation (or their partners, sponsors and amateurs) received an Out of Office Poem.
Like this we used an own free medium (mail), and our own product (poems) written by famous poets. Our target could easily copy and paste the poems from the reply mail or from the Poetry Day website to use or share. Which they did with thousands of users, creating conversation value through social and news media.

Description
Each year The Reading Foundation organizes Poetry Day. As a cultural organisation The Reading Foundation is very tight on production budget (800 euros). On top they wanted to communicate an event that is often perceived as dull and difficult by the big audience. The general public considers poetry as incrowd-ish, intellectual and not entertaining at all.
How can we make poetry hot, fresh and young? How can we draw maximum attention to Poetry Day knowing that we only have 800 euros to produce anything? How can we offer something to our target that changes their perception and behaviour towards poetry? With Out of Office Poetry.