SHORTS/CORTOS by DDB California for Shorts/Cortos Book

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SHORTS/CORTOS

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Industry Electronic Devices & Home Appliances
Media Promo & PR
Market United States
Agency DDB California
Art Director Catalina Diez
Account Supervisor Angela Henao
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: SHORTS/CORTOS BOOK
Product/Service: DIGITAL BOOK
Agency: DDB LATINA
Date of First Appearance: Jan 1 2011
Entrant Company: DDB LATINA, Miami, USA
Copywriter/Creative Director: Juan Carlos Ortiz (DDB Latina)
Art Director: Catalina Diez
Director of Communications: Fabiana Antacli (DDB Latina)
Account Supervisor: Angela Henao (DDB Latina)
Media placement: BlackBerry - Social Networks - January 2011
Describe the objective of the promotion.
Besides using a mobile device to write a book, launch its campaign in a creative way, using the same tool to release it digitally throughout the Social Networks.
A bilingual book that belongs to a new world, one of digital globalisation, with no geographic boundaries, that features a collection of short stories on ideas, creativity and life.
Materialise the possibilities offered by the digital world, using the tools it offers.
Describe how the promotion developed from concept to implementation.
Create a book and use a mobile device in an integrated way, by writing it, shooting and launching its campaign using the same tool.
In order to bring novelty to the book industry, a non ordinary book on creativity was written 100% on a BlackBerry and always on airplanes, during the author’s business trips around the globe.
Besides that, the same mobile device was used to shoot and launch its promotional campaign digitally.
The campaign was made of short films shot by the writer with his BlackBerry on some of his trips, aimed at spreading virally through postings on social networks and the web.
Explain why the method of promotion was most relevant to the product or service.
There is nothing more appropriate for a digital book to be launched, promoted and activated through digital channels.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The first book in the world that had been written in its entirety on a BlackBerry, and it was also digitally launched.
As the campaign went viral people from different parts of the globe got interested in the concept, and were eager to acquire this unusual book.
Shorts/Cortos was initially published in digital format and became available at iBooks, Amazon, Barnes & Noble (NOOKbook), Smashwords, among other channels.
Results have been great so far and thousands of copies were sold around the world.
No media or advertising investment.