Coben with your cash
PUBLISHING NEWS 30.03.2007
Orion is scaring an industry first by
becoming the first publisher to advertise via an ATM machine. The campaign for Harlan Coben's latest paperback, Promise Me, which is published on 2 April at £6.99, launches this Sunday and will feature on cash machines in "key, high-traffic, high street locations" close to bookshops across London until the end of the month.
The campaign, for which the media buyer is Total Media, includes online video advertising across book, retail, film and media websites. It draws on Orion's own in-house and trade research, in which the company asked Coben fans to explain why they enjoyed reading him. Feedback included "high-energy", "real page-turner", "fast-paced" and "twists and turns" like being "on the edge of your seat" watching a Hollywood blockbuster. The feedback was used to
produce "a filmic video advert" that, to further raise the profile of the campaign, Orion decided to use on ATMs, which the publisher believes is "an incredibly exciting new way of grabbing the attention of consumers whilst also capturing the imagination of retailers". |
