Yo Lei Este Libro Blog Promo, Case study I´VE READ THIS BOOK by Mindshare Buenos Aires

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I´VE READ THIS BOOK

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Industry Public awareness
Media Promo & PR, Case study
Market Argentina
Agency Mindshare Buenos Aires
Art Director Federico Sordo
Released September 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: YO LEI ESTE LIBRO BLOG
Product/Service: PUBLIC AWARENESS
Date of First Appearance: Sep 15 2010
Entrant Company: MINDSHARE, Buenos Aires, ARGENTINA
Entry URL: http://yoleiestelibro.blogspot.com/
Art Director: Federico Sordo
Copy Writer: German Barbato
Production: Christian Menendez
Entertainment Director: Adriana Vigil (GroupM)
Chief Executive Officer: Monica Alvarez (Mindshare)
Media placement: On-Line & Outdoor - Blog, Facebook, Twiter - Sept 2010

Insights, Strategy & the Idea
The habit of reading is getting lost in Argentina.
46% of the population read just a book every 3 months.
52% doesn´t even read a book in 12 months.
The rest don't know and don´t answer.
The goal was to create awareness of the situation and make people take an active part in the incentive of reading.

Creative Execution
We’ve created Yo Leí Este Libro (I've Read This Book).
A project where books are left on the streets for people to find them, take them home to read them and after that leave them back on the streets, thus creating a book chain that circulates from hand to hand.
To begin, we’ve left 500 books in Buenos Aires, and little by little, people started to leave their own books
We’ve created a blog where people can download the instructions and attach them to their own books so they can leave them on the streets. We’ve also used Facebook and Twitter to expand the idea, spreading it instantly.

Results and Effectiveness
Thanks to social networks, people discovered the project and joined it without hesitation.
Until now we’ve reached:
700 followers Twitter.
5,000 fans Facebook.
More than 20,000 visits to the blog.
We left 500 books and people left another 2,500 on their own.
In total there are 3,000 books circulating the streets.
And to top it all, people from different countries carried out the project, creating their own blogs (Colombia, Costa Rica, Venezuela, Panamá, Dominican Republic, Uruguay, Italy, Spain and Israel).
As a result, with $0 budget, the strength of this idea got thousands of people saying: I'VE READ THIS BOOK.