HarperCollins gives on-the-go consumers sneak peak at latest book release.

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HarperCollins "Revenge Wears Prada"

Objectives:

‘Revenge Wears Prada’ is Lauren Weisberger’s sequel to the book The Devil Wears Prada. Harper Collins wanted to reach women who had seen the film adaptation of The Devil Wears Prada but were unlikely to be regular book-buyers.

They wanted to drive pre and post launch awareness of the book by harnessing its position in popular culture.

The use of outdoor as a high-visibility channel would allow the campaign to be seen by the target audience – women of all ages.

 

Idea & Execution:

The campaign ran on Clear Channel UK’s Mobile Platform which includes traditional and digital 6-sheet panels with NFC and QR code capabilities.

The creative played on the fashion theme which is central to the story line and would appeal to women.

The interactive feature, offered by Mobile Platform, added another dimension to the campaign. Consumers where encouraged via a strong call to action to download the first chapter of the book for free on their mobile phone via NFC or QR code. They were also led directly to the Amazon site where they could purchase the book. A map facility also showed the nearest Waterstones store where they could buy the book.