| Brief | Zurich’s Antiquarian book fair wanted to boost attendance, especially among younger readers, so they played a little trick on local Tinder users. They created profiles for three of literatures most heartbroken characters and brought Johann Wolfgang von Goethe’s Werther, Leo Tolstoy’s Anna Karenina, and Theodor Fontane’s Effi Briest into the modern dating world. The twitter community flirted and interacted with the three protagonists and connected on the topics of 18th and 19th century literature and when it came time to set a location for the first meet, it was none other than the grounds of the book fair. |
| História | For book lovers, the Antiquarian Book Fair in Zurich is one of the most fascinating cultural events in the city. However, it struggles to attract a younger audience. Mostly, young people aren't even aware that the event exists. And if they are, they perceive it as rather stiff and uncool. So our goal was to promote the Antiquarian Book Fair in a contemporary and fun way to people under 30.;Strategy;We wanted to reach people below the age of 30 in the Zurich area who weren't yet part of the core audience of the Antiquarian Book Fair. We didn't have much of a budget, thus a classic online campaign with targeted ads on websites and social media wasn't an option. Plus, it was important to us to interactively engage with our target audience and surprise them on a channel on which they didn't expect advertising, so that they would respond to the campaign with a more open mind. For these reasons we decided to go guerrilla and hijacked Tinder, a fresh platform which is social, young and location-based.;Relevancy;We used Tinder in a new and creative way by taking literary characters and signing them up on the dating platform and employ the channel for a digital direct-response promotion. In a surprising, highly personal manner we offered the users an alternative to their romantic longing: why not fall in love with the protagonist of an old novel you might discover at the Antiquarian Book Fair in Zurich?;Outcome;The organizers of the Antiquarian Book Fair 2018 reported a 15% increase in visitors compared to 2017 and noted more young people in the audience than in previous years. Our little campaign even got the media's attention, for example making headlines in the print issue of the «Tages Anzeiger», one of Switzerland's leading newspapers.;Execution;We signed our three literary characters up on Tinder and created profiles that were full of allusions to the novels. All we needed to make it happen were three volunteers and some historical costumes. Once we were set up and ready to flirt, we liked all the singles in our region. When it came to a match we engaged them in a short chat and then invited them to the Antiquarian Fair. In two days we reached over 700 users with a mediaspend of 0.– Euros.;Campaign Description;Literature is full of heartache. And the internet is full of people desperately searching for love. We thought: Why not bring the two together? So we hijacked Tinder and created profiles for three of the most famous heartbroken characters in literature: Johann Wolfgang von Goethe’s Werther, Leo Tolstoy’s Anna Karenina, and Theodor Fontane’s Effi Briest. By letting them flirt with the novel's protagonists, we emotionally connected young people to the topics of 18th and 19th century literature and stimulated their appreciation of books. |