Fondo De Cultura Promo, Case study BOOK TRAVELER by (anonimo) Mexico

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Industry Book store
Media Promo & PR, Case study
Market Mexico
Agency (anonimo) Mexico
Executive Creative Director Rafael Martinez
Creative Director Ray Lopez
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: BOOKSTORE
Date of First Appearance: Apr 29 2011
Entrant Company: ANONIMO, Mexico City, MEXICO
Entry URL:
Chief Creative Officer: Raúl Cardós ((anónimo))
Chief Creative Officer: Marco Colín ((anónimo))
Executive Creative Director: Rafael Martínez ((anónimo))
Creative Director: Ray López ((anónimo))
Creative Director / Copywriter / Art Director: Eduardo Salles ((anónimo))
Account Manager: Horacio Navarro ((anónimo))
Media placement: Digital - Website - 29 April 2011

Insights, Strategy & the Idea
Fondo de Cultura Económica is more than a bookstore: it’s an institution dedicated to encouraging reading. Even though FCE efforts have been constant, young people still see books as something distant to their way of living, each day passing closer to digital media. That’s why we designed an app that uses one of the most common habits among young people, for making reading attractive: geotagging.

Creative Execution
If reading make you travel, why not let that imaginary trip materialize in digital media? For empathizing with young people and at the same time demonstrating the advantages of technology for literary diffusion, we created Book Traveler, and app that allows the user to live the experience of geotagging within the fictional places of the book he’s reading. The app also allows to make notes and bookmark its geographical map.

Results and Effectiveness
We generated the desired impact. We made people read great classics through a familiar resource, made them viralize it for its simple use and achieving that way the positioning of Fondo de Cultura
Económica as a modern and empathetic bookstore for young readers