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Hong Kong ebookstore advertises on restaurant queue number tickets
We’re sharing regularly on Ebook Friendly the most creative ad concepts that focus on digital reading. The promo for Handheld Culture is one of the best developed so far.
Handheld Culture is an ebookstore from Hong Kong. Last year they wanted to draw attention to their offer by using an ambient media promotion instead of a regular ad campaign.
The Hong Kong branch of Grey Worldwide ad agency came up with the idea themed “Can’t wait to read a good book.” Like in any other huge city, people spend here a lot of time waiting: while commuting, in shops, and even in queues for seats in restaurants. And it’s restaurants that were picked to run the campaign.
Restaurant tickets were used as a promotional medium. Short excerpts from over 100 books were printed on the tickets together with QR codes to download entire books to the smartphone from Handheld Culture website.
As the agency reported on Ads of the World, in just one week over 100,000 queue tickets were distributed, resulting in a 22% click rate increase on Handheld Culture’s website and a 5% increase in sales.
The campaign started in February 2012, and was created by Kym Ma, Kristie Chen, and Jeff Tsang.
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About Piotr Kowalczyk
Ad-man who decided to devote his life to books. Founder of Ebook Friendly, ebook enthusiast, and self-published short story author. Prefers reading on his iPhone, but when it comes to history books – Piotr always picks print.
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The Ballad of Songbirds and Snakes
by Suzanne Collins
Part 1: The Mentor
Coriolanus released the fistful of cabbage into the pot of boiling water and swore that one day it would never pass his lips again. But this was not that day. He needed to eat a large bowl of the anemic stuff, and drink every drop of broth, to prevent his stomach from growling during the reaping ceremony. It was one of a long list of precautions he took to mask the fact that his family, despite residing in the penthouse of the Capitol’s most opulent apartment building, was as poor as district scum. That at eighteen, the heir to the once-great house of Snow had nothing to live on but his wits.
His shirt for the reaping was worrying him. He had an acceptable pair of dark dress pants bought on the black market last year, but the shirt was what people looked at. Fortunately, the Academy provided the uniforms it required for daily use. For today’s ceremony, however, students were instructed to be dressed fashionably but with the solemnity the occasion dictated. Tigris had said to trust her, and he did. Only his cousin’s cleverness with a needle had saved him so far. Still, he couldn’t expect miracles.
The shirt they’d dug from the back of the wardrobe—his father’s, from better days—was stained and yellowed with age, half the buttons missing, a cigarette burn on one cuff. Too damaged to sell in even the worst of times, and this was to be his reaping shirt? This morning he had gone to her room at daybreak, only to find both his cousin and the shirt missing. Not a good sign. Had Tigris given up on the old thing and braved the black market in some last-ditch effort to find him proper clothing? And what on earth would she possess worth trading for it? Only one thing—herself—and the house of Snow had not yet fallen that far. Or was it falling now as he salted the cabbage?
326 words read…
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The most technologically efficient machine that man has ever invented is the book.
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“Libraries matter” fitted scoop t-shirt and other library merch items
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