文/VIVI
这次活动由专门出版口袋书的Editions Points在巴黎书展上发起。
最大特点在于不拘一格用人才，大胆动用了一组“前扒手”。不过与以往的工作性质相反，这次他们要做的是神不知鬼不觉地往逛书市的人们兜里放东西——口袋书。
等人们翻开自己的包包或口袋时，不但白得一本书，同时也能看到封面上的“Discover the greatest writers in your pocket”（发现你口袋里的伟大作家），以及Editions Points的展位信息，吸引人们前来参观。
“前扒手”们凭借娴熟技巧，5天内“发放”了1000本口袋书，其潇洒程度跟《十三怒汉》里的乔治老帅哥、科恩小帅哥有得一拼。除了广告效应，这种人尽其才的活动想来对和谐社会同样大有裨益。
Setting:
The Salon du Livre cle Paris, a massive book fair that welcomes over 200.000 people in 5 days every year.
Objectives:
Let people know about Editions Points, a publisher specialized in pocket books, and attract as many visitors as possible to their stand.
Solution:
A team of former pickpockets slip Editions Points books into the pockets of the fair’s visitors. As people linds the books, they can read on the cover: “Discover the greatest writers in your pocket” with information and offers leading them to the stand.
Results:
- 1,000 books »x putpocketecl » in 5 days.
- 30% more visitors came to the Editions
Points stand as compared with previous years.
- A 14% increase of sales during the fair week and following month.
- Over 60,000 visitors on the website dedicated for the operation.
Advertising Agency: Marcel, Paris, France
Executive Creative Directors: Anne de Maupeou, Frederic Temin
Copywriters / Art Directors: Souen Le Van, Romain Galli
