Heyne Hardcore: The Book Tape

Heyne Hardcore, a publishing company, launched The Book Tape campaign in Germany to increase consumer awareness for the book, Schottendisco.

Campaign details

Brand: Heyne HardcoreAgency: Serviceplan Gruppe fuer innovative Kommunikation GmbH & Co. KGCountry: GERMANY

Marketing context

In Germany, there are released nearly 90 000 new books every year. There is a strong competition among authors and receiving attention for a new release is very difficult. Our challenge: How can we attract readers' attention for the book "Schottendisco"?

Campaign planning

An unusual market launch: We printed a reading sample on special tape and placed it in a retro cassette. For a special reading experience, we used the hack of the eighties: Reward the tape with...

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