Ticket Books
L&PM
Issue 36 | September 2015
Agency
Africa
Creative Team
CCO Sergio Gordilho Executive Creative Directors Alvaro Rodrigues Rafael Pitanguy Eco Moliterno Creative Director Diogo Mello Copywriter Otto Pajunk Art Directors Ricardo Matos Ana Novis Project Creative Director Evandro Soares Project Manager Monique Lopes Lima
Production Team
Agency Producer Marcella Nissental Production Company Trator Filmes Team Director Will Mazzola Technology Bizsys Team Web Developer Luego Team Sound Design Lucha Libre Audio team
Date
June 2015
Background
L&PM Pocket Books was Brazil's biggest publisher of pocket books with thousands of titles small enough to be taken anywhere. The problem was that Brazilians simply didn't read much. According to research, people in Brazil read only 2 books per year on average. On World Book Day, L&PM decided to encourage people to start reading again.
Idea
Subway tickets were transformed into books people could read on the subway as they travelled, using the time profitably by reading.
In partnership with Via Quatro, the company managing the Sao Paulo subway system, the ticket books were distributed free to travellers at the turnstiles.
Posters on the station walls explained the campaign, inviting people to look out for the ticket books. A website displayed all the titles available, allowing people to recharge their books with a single click.
Results
10,000 Books were distributed and 100,000 journeys of the mind created. Over 2,300 books were recharged on the website. The books quickly became collectors' items and were traded on Brazil's equivalent to eBay. The idea was set to be unrolled in other cities.
Our Thoughts
Google is currently talking about how important it is for brands to be there at those micro moments when people want to do something. And here’s a good old analogue solution to the age old problem of time on your hands. Instead of looking blankly at nothing as you commute, read a book. It’s a great demonstration of what pocket books are – small – and of what they do – provide entertainment – as well as of brand pleasantness – in giving the books away for free.
I must say, it’s a catholic selection catering for a broad range of literary tastes, from Shakespeare’s ‘Hamlet’ and Sun Tsu’s ‘Art of War’ for the eggheads through to ‘Peanuts’ and ‘Garfield’ for the rest of us.