Tops Film, Digital THE NOVEL NOVEL by TBWA\Hunt\Lascaris Durban

The Film titled THE NOVEL NOVEL was done by TBWA\Hunt\Lascaris Durban advertising agency for Tops in South Africa. It was released in Dec 2012.
Advertising campaign for Tops

Tops: THE NOVEL NOVEL

Brand
Tops
Media
Film, Digital
Released
December 2012
Posted
December 2012
Market
South Africa
Industry
Supermarkets
Agency
TBWA\Hunt\Lascaris Durban
Creative Director
Arlene Levitan
Executive Creative Director
Alan Nixon
Copywriter
Jessica Rogers

Credits & Description:

Advertiser: TOPS LIQUOR STORES
Agency: TBWA\HUNT\LASCARIS\DURBAN
Category: Community Applications
Advertising campaign: THE NOVEL NOVEL
Creative Spark: Chris Conradie (Project Manager)
Account Manager: Michelle Gordon (TBWA Hunt Lascaris Durban)
Group Head Art Director: Rachel Brown (TBWA Hunt Lascaris Durban)
Account Director: Robyn Buchanan (TBWA Hunt Lascaris Durban)
Executive Creative Director: Alan Nixon (TBWA Hunt Lascaris Durban)
Copywriter: Jessica Rogers (TBWA Hunt Lascaris Durban)
Creative Director: Arlene Levitan (TBWA Hunt Lascaris Durban)

Brief Explanation
In 2012 Tops & Tales, an existing cyberspace book club for word and wine lovers created for TOPS Liquor stores, acquired its own Facebook page. We needed to attract more fans as well as get the website users to interact with the Facebook page. To do this, we launched The Novel Novel, the first book ever written on Facebook. The Agency wrote the opening paragraph and anyone who liked our page could contribute a paragraph to the story. The best contributions every week won prizes like facials or dinner for two. The total value of the prizes up for grabs was 1.1 million Rand. To date, the Facebook collective has written five chapters and the TOPS fan base has increased more than 700%.