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Gradska Knjižnica Poreč - Poreč City Library | Culture & Arts
Concepts, Digital, Print & Editorial, Verbal Identity, Visual Identity
Concepts, Digital, Print & Editorial, Verbal Identity, Visual Identity
Answer the call
Best on Market - Tourism, Culture and Leisure
Gold
Gold
Best in Channel - Best Print
Silver
Silver
Best in Channel - Best Outdoor - OOH
Silver
Silver
Best in Channel - Best Digital - creative use of technology
Silver
Silver
Tourism, Culture and Leisure
Silver
Silver
Award
Winner
Winner
Campaign for the 17th BOOKtiga (festival of used books), using AI-generated author calls to engage readers
For the seventeenth year in a row, the City Library of Poreč is organizing the BOOKtiga festival of used books. In the library itself and the nearby park Matije Gupca, BOOKtiga gathers the written word lovers for several days at its used book fair, mett-ups with guest writers, and various other events for all generations. Sonda has been creating campaigns for the BOOKtiga festival in cooperation with the Poreč City Library for several years.
Reviving the cult writers
This year, we decided to tackle the fact that we spend more and more time in front of smaller or larger screens, and less and less with a book in our hands. In order to find the target group where it is easiest to find them – on the smartphone screens, we decided to briefly “revive” cult writers and get them to personally call our readers and invite them to the BOOKtiga festival.
Virginia Woolf, Franz Kafka, Fjodor M. Dostojevski, Jane Austen, and Ivana Brlić Mažuranić appeared on the phone screens of potential visitors in the form of video ads that imitate the call interface.
By clicking on the answering icon, users are redirected to the microsite where they can listen to the writer’s voice message and find out more information about the Festival. The voices of the writers were generated by AI technology and designed to be as similar as possible to the original voices of the aforementioned writers, in case they all spoke Croatian.
On the same page, users are offered the option to leave their information so that the authors who called them can leave them a book as a gift with their own dedication, which would be waiting for them at the festival itself.
Credits
Kreativna direkcija, copywriting i dizajn: Jelena Fiškuš, Sean Poropat
Dizajn: Aleksandar Živanov
Copywriting i koncept: Sara Šalov
Digital strategija i AI produkcija: Lucija Potočnik
Digital aktivacija i objave na dr. mrežama: Andrea Budić
Account manager: Rafaela Kerin
WEB: Synet