ETERNA CADENCIA Print THE BOOK THAT CAN´T WAIT by DraftFCB Buenos Aires

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THE BOOK THAT CAN´T WAIT

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Argentina
Agency DraftFCB Buenos Aires
Director Alejo Y Santi
Executive Creative Director Javier Campopiano
Creative Director Lulo Calió
Art Director Lulo Calió, Javier Agena Goya
Producer Diego Huesca, Lila Romero
Released April 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ETERNA CADENCIA
Product/Service: ETERNA CADENCIA
Agency: DRAFTFCB BUENOS AIRES
Executive Creative Director: Javier Campopiano (Draftfcb)
Creative Director: Lulo Calió (Draftfcb)
Art Director: Javier Agena Goya/Lulo Calió (Draftfcb)
Director: Alejo Y Santi
Producer: Lila Romero (Gloria Films)
Production Company: Gloria Films
Producer: Diego Huesca (Draftfcb)
Responsible For Client: Eleonora Djament/Claudia Arce
Media placement: Press - Library - 05 April 2012

Describe the objective of the promotion.
To raise awareness for Eterna Cadencia Publisher & Bookstore's new Latin American authors

Describe how the promotion developed from concept to implementation.
We launched the book to be sold at a symbolic promotional price, and as a give away for the media and the press

Explain why the method of promotion was most relevant to the product or service.
We created The Book That Can´t Wait, a book that lasts only 2 months before its content disappears. How? We developed a unique ink, that slowly disappears when it gets into contact with air and sunlight. Then, we printed a selection of our best new Latin American authors using this ink. We packed our books as any other product with an expiration date: with a sealed bag to stop the disappearing process until the book was opened. We even included the expiration date on the cover. Then we presented the books for the critics and the press, and started to sell them as a unique piece of work, at a promotional symbolic price (less than $10).

Describe the success of the promotion with both client and consumer including some quantifiable results.
The 'invention' got huge media attention. The book was broadcast on the prime time TV news of the main national TV channels, as the 'Story of the Day'. It was also covered by the main national newspapers and radio shows. We put both literature and the names of new and unknown Latin American authors in the centre of mass media attention.
- The first edition was sold out the same day we released the book.
- The general sales of the Eterna Cadencia bookstore increased 43%.
- We not only sold the books. This time we had the guarantee that our new authors were read, and we gave to their names an unusual and massive promotion that would have cost at least 1m pesos to achieve through traditional advertising.