Description: New Janet Evanovich book release out on 18th June.
We were asked by Hachette Australia to use street marketing to create awareness and gain mass exposure for Janet Evanovich new novel. Janet is a huge brand with 75 million copies of Evanovich’s thirty-three novels sold worldwide. She is known for her Stephanie Plum series, but this book is the beginning of a new series. We aimed at attracting the attention of her already large fan base as well as those who haven’t read her before.
The Heist <http://www.hachette.com.au/books/9781472201737/> touted be one of Headline’s biggest books of the year.
To help explain the activation here’s the back jacket summary about the novel
FBI Special Agent Kate O’Hare is known for her fierce dedication and discipline on the job, chasing down the world’s most wanted criminals and putting them behind bars. Her boss thinks she is tenacious and ambitious; her friends think she is tough, stubborn, and maybe even a bit obsessed. And while Kate has made quite a name for herself for the past five years, the only name she’s cared about is Nicolas Fox – an international crook she wants in more ways than one.
The How:
We created 2 avenues to achieve awareness and excitement about the Heist book release
They both work independently as well as complimenting each other.
Part 1a: Teaser Street Poster
First we rolled out a teaser campaign using street posters and only showing the images that were used on the book cover jacket, (the silhouettes of the two main characters) Running tease for 1 week nationally with a heavy weight booking, making sure we focused on high vehicle traffic, foot fall and zoning around Bookstores shopping centres etc.
Part 1b: Reveal Street Poster
We then followed this up with the Reveal, which were the Title and author as well as additional information to bring the tease element full circle so people now knew exactly what it was all about.
Part 2: Peer to Peer; Puzzle giveaway
To add to this we created a jigsaw of the front cover and handed them out in Vacuum sealed bags / zip lock similar to forensic bags and branded them with large “Evidence ” Text “Operation The Heist”. When assembled the jigsaws were an A5 size, small enough to put together while out at lunch etc
These were given out in Sydney and Melbourne CBD during lunch time targeting people who were taking time out and having lunch, zoning in on people who we thought would have time to interact with the puzzle and fitted the demographic, The jigsaws also had a QR code
Objectives:
There was a 3-week window to run this campaign from 4th June, our client requested a main focus on the female audience 20 – 40 years and requested we target high traffic areas, shopping centres and bookstores.
Results:
Thousands of people saw the street posters, both the Tease and the Reveal, during the Tease many questioned what it was all about as well as took photos and uploaded them to social media, creating additional exposure and wonder,
The Jigsaws were the icing on the cake as we watched as people made them and scanned the Qr Code and read the extract, creating a recordable campaign for the client.
