De Arbeiderspers: EARNED ATTENTION

Credits & Description:

Advertiser: DE ARBEIDERSPERS | A.W. BRUNA
Agency: ENERGIZE
Category: Publications & Media
Concept/Writer/Client: Klaas Weima (Energize)
Illustrator/Designer: Niek Van Wingerden (Energize)
Technical Development: Nik Nieuwenhuijs (Code D'Azur)
Designer: Paul Duijser (Energize)
Creative Director/Designer: Richard De Jong (Energize)
Publisher/Client: Timo Boezeman (De Arbeiderspers | A.W. Bruna)

Strategy
Human attention is the most rare and valuable commodity today. As branding professionals we should stop trying to grab that attention by interrupting people’s lives. Earned Attention™ is a publication about generating brand recognition via non-traditional media by creating relevant, engaging content on different platforms, rather than simply purchasing ad space. And a publication about earning attention in the digital age should practice what it preaches; it should earn and keep your attention using divergent media at hand in a relevant and complimentary way. By doing this, the publication has different ways of reaching its audience (who consist of marketing-communication professionals, entrepreneurs and students). And the audience has different ways to take in, explore and discuss the ever expanding content.

Effectiveness
The Earned Attention platform has been recognized as a paragon for contemporary book publications. #Earnedattention was trending topic during the launch and the book sold out its first print within two months. It also reached a #5 position on the Management Book bestseller list and has been added to the mandatory curriculum of four Dutch universities. The iPhone and iPad app reached a #2 position in the App Store within one day. Earned Attention is now an international publication, as the English version of the platform has just been launched and is available worldwide through Amazon.co.uk.

Execution
The publication offers physical, digital, free and paid components. Each of the elements complements the others: The book is the physical backbone of the publication. The free iPhone app offers an interactive overview of all the contributors, audio recordings of the interviews, a QR-scanner to start corresponding interviews, an overview of related tweets and the possibility to share the content. The paid iPad app offers the full content of the book, all iPhone app features and more: animated info graphics, hundreds of interactive sections, an interactive appendix and facts list, an interactive ‘Journey Planner’, sticky notes, bookmarks and the ability to contact the author or contributors from within the app. On Facebook, Twitter (#earnedattention) and the blog, we share new stories, interviews, case studies and experiences frequently. Furthermore: we ask well known bloggers regularly to share their thoughts on attention, which in turn resulted in great exposure for Earned Attention™