Da Boa Prosa: THE SECRET

Credits & Description:

Category: Self Promotion

Advertiser: DA BOA PROSA

Product/Service: THE BOOK "O SEGREDO DE EBBINGHAUS"

Agency: NONO BRANDS DESIGN GRAFICO E DE SERVICOS

Agency: NONO BRANDS DESIGN GRAFICO E DE SERVICOS

Date of First Appearance: Dec 14 2010

Entrant Company: NONO BRANDS DESIGN GRAFICO E DE SERVICOS , Belo Horizonte, BRAZIL

Creative Vice President: Julio Alves (Nono Brands)

Creative Director: Alexandre Level (Pro Brasil Propaganda)

Graphic Designer: Leonardo Sousa (Nono Brands)

Copywriter: Alexandre Level (Pro Brasil Propaganda)

Head of Strategy: Andreia Medeiros (Nono Brands)

Photographer: Leandro Bifano (Dois Por Um)

Owner: Marcelo Nogueira Lara (Canto do Livro)

Graphic Producer: Marcia Cancado (Pro Brasil Propaganda)

Art Director: Flaviano Souza (Pro Brasil Propaganda)

Graphic Producer: Ilacir Cesar (Cavalo Marinho)

Media placement: Launch Kit - Bookstores In Belo Horizonte - 14 December 2010



Describe the brief from the client

Find out an innovative and daring way to launch a book with a small budget.



Describe the challenges and key objectives

Challenge - Investing very little in communication,to release a book about brand management called "O Segredo de Ebbingaus - How a simple discovery about memory changes everything you knew about brand management". And the most important: draw attention to this book in a bookstore full of best sellers and self-help books.



Describe how you arrived at the final design

Solution - The idea was simple: do not show the book. Since the book had a suggestive title using the word "secret", we made a black box with a keyhole on the top and the question on the top: Do you want to know the secret that changed everything the companies knew about brand management"?

Inside the illuminated box there was a copy of the book. The salespeople were instructed to offer the book to those who looked inside the box, since copies were not displayed.



Give some indication of how successful the outcome was in the market

Result - There was a 58% growth in sales in the bookstores where the box was placed. That is, hiding the book worked better than showing it.