Editions Points DM POETRY IS MUSIC by Marcel Paris

POETRY IS MUSIC
The Direct marketing titled POETRY IS MUSIC was done by Marcel Paris advertising agency for Editions Points in France. It was released in Jan 2013.
Advertising campaign for Editions Points

Editions Points: POETRY IS MUSIC

Brand
Editions Points
Media
DM
Released
January 2013
Posted
January 2013
Market
France
Industry
Publishing, streaming & media
Agency
Marcel Paris
Creative Director
Eric Jannon
Creative Director
Dimitri Guerassimov
Copywriter
David Buff
Producer
Yacine Saadi
Editor
Yacine Saadi
Producer
Cedric Dubourg
Account Supervisor
Michel Kowalski
Copywriter
Nicolas Mouquet
Copywriter
Geoffrey Masse

Credits & Description:

Advertiser: EDITIONS POINTS
Agency: MARCEL
Category: Publications & Media
Advertising campaign: POETRY IS MUSIC
Account Manager: Audrey Tato (Marcel)
Marketing Director: Catherine Laupretre (Editions Du Seuil)
Copywriter: David Buff (Marcel)
Creative Technologist: Etienne Durand (Marcel)
Art Director: Geoffrey Masse (Marcel)
Producer: Cedric Dubourg (Marcel)
Agency Producer/Director Of Innovation: David Buff (Marcel)
Executive Creative Director: Dimitri Guerassimov (Marcel)
Musicians: Francesco Pastacaldi
Copywriter: Geoffrey Masse (Marcel)
Sound Designer: Goulwen Courtaux
Art Director: Nicolas Mouquet (Marcel)
Copywriter: Nicolas Mouquet (Marcel)
Editor: Yacine Saadi (Marcel)
Musicians: Paul Brousseau
Director/DOP/Cameraman: Yacine Saadi (Marcel)
Producer: Yacine Saadi (Marcel)
Sound: Charles Darnaud
Sound Mix: Jean-Paul Gibilisco
Account Supervisor: Michel Kowalski (Marcel)
Chief Creative Officer: Anne De Maupeou (Marcel)
Director/DOP/Cameraman: Cedric Dubourg (Marcel)
Creative Director: Dimitri Guerassimov (Marcel)
Creative Director: Eric Jannon (Marcel)
Managing Director: Marie Leroy (Editions Du Seuil)

Outcome
Over 350 LIVE performances took place during the event (1 minute average length).Over 3000 people attended the one day event.7.5% increase in sales the following week of the live event.Every music track played LIVE was later broadcast to raise awareness.The music tracks created during the event to be regrouped to form a newkind of audio book available in the brand's different points of sales.

Implementation
The idea: “the music of poetry”, music created from the melody generated by a voice reciting poetry.We created a stage in the middle of Velizy’s giant megastore in Paris. People were invited to choose a poem from several available. As professional actors began to read the selected passages, musicians started to play LIVE, following the rhythm of their voice as precisely as possible to create a music track based on the poetry reading. One track was created for each of the 40 readings.

Client Brief Or Objective
Poetry was not the most successful section in the Editions Points literature range. It was also the least supported by advertising. Our assignment was to re-launch Points publishing house’s poetry collection and find a way to attract and earn the attention of new readers.

Execution
When briefed, we learned that people like poetry mainly for the beauty of rhymes and melody (even if they sometimes don’t understand the poem). Yet, people generally prefer to buy novels. We had to find a new approach to let people reconnect with the beauty of poems and the feeling they have when reading them. Creating music based on the melody of a poem reading generated a brand new interest for one of the oldest literary arts.