GET READING 2010 by STOKE for Australian Government

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GET READING 2010

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Australia
Agency STOKE
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AUSTRALIAN GOVERNMENT
Product/Service: GET READING 2010
Agency: STOKE
Date of First Appearance: Aug 26 2010
Entrant Company: STARCOM, Millers Point, AUSTRALIA
Senior Communications Strategist: Sarah Jopson (Starcom Australia)
Client Business Manager: Martin Newman (Starcom Australia)
Digital Strategist: Wayne Baxter (Starcom Australia)
Media placement: Television - Free To Air For 2 Week Metro & Regional Campaign - 26th August
Media placement: Ambient - Reading Rooms In Sydney, Melbourne, Brisbane, Wagga - 1st September
Media placement: Radio - 30 Second Live Reads On 2GB - 26th August
Media placement: Digital - IPhone App - 1st September
Media placement: Ambient - Avante Cards In Coffee Shops Etc. - 26th August
Media placement: Press - Advertorial In Australian Women's Weekly - 26th August

Insights, Strategy & the Idea
In today’s 24/7 societies, reading a book is a pleasure that many deem an unnecessary and unachievable luxury.

Our strategy was to form connections with everyday Australians by taking the predictability out of reading whilst making it more social.

We needed to make every step of the consumer experience inspirational to reignite the passion; take the hard work out of choosing a book and look at new ways of reminding consumers of the shared pleasures gained from reading.

“GET READING 2010”’s purpose was to create a powerful communal experience centred on three key objectives:
1. Remind people of the pleasure of reading - in everyday spare moments
2. Create environments that inspired everyday people to talk about books
3. Take the hard work out of choosing a good book

Creative Execution
Reading books is a solitary experience, which fails to bring people together like other entertainment choices do.
In GET READING, we had to find a way to motivate people to read more and to enjoy the experience in more socially inspired settings.

Spark interest & encourage engagement: We created 50 Books You Can’t Put Down from the free guide filled with inspired book recommendations to stimulate the imaginations of Australians
Surrounded people in the GET READING experience: Outdoor Reading Rooms were created in highly relevant locations to form inspirational settings to enjoy the Get Reading experience. Iconic locations included Sydney’s Hyde Park and Maiwar Green in Brisbane, Melbourne’s Federation Square to name a few.
Stimulated conversation: iPhone application- introduced people to cafes and places which made reading a more fun, enjoyable experience for Australian communities. Twitter and Facebook pushed people to events and stimulated them to continue reading sustainably.

Results and Effectiveness

The GET READING campaign gave birth to a communal movement around the love of reading.
Following our launch, book sales rose by 7% y-on-y (from a 16% decline in 2009) with the top 50 Books in our guide up 260% in 6-weeks!
70% increase in people who “strongly agree to spending more time reading” & overall reading favour increased by 30% during the campaign period. (Source: Nielsen)

We succeeded in shifting people from digitized, instant gratification fuelled information consumption behaviour, to the “analogue” pleasure of a traditional reading experience.