Read A Book At Work


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Read A Book At Work

  1. 1. Read a Book at Work By New Zealand Book Council
  2. 2. WHAT IS IT? <ul><li>A website that encourages people to read literature at work. </li></ul><ul><li>Contains novels, short stories and poems (Orwell, Wilde, Twain etc.) disguised as Power Point presentations. </li></ul><ul><li>Looks like an authentic Windows desktop. </li></ul><ul><li>Check out an introduction video here . </li></ul>
  3. 3. WHY DOES IT WORK? <ul><li>The basic idea, reading a book at work, is genius. It solves two problems of consumers at the same time. </li></ul><ul><ul><li>Everybody “wants to read” more but no one has the time. </li></ul></ul><ul><ul><li>Everybody wishes to slack at work but no one wants to get caught. </li></ul></ul><ul><ul><li>=bring books to work and disguise them. </li></ul></ul><ul><li>Offers actual utility , perhaps more than any other web gimmick. </li></ul><ul><li>Viral value and a guaranteed hit by office coffee machines. Creates a real community feeling, “a common, little secret”. </li></ul><ul><li>Furthermore, the execution, is hilarious and will get you in a good mood. </li></ul>
  4. 4. Made it to Cannes short list of innovative ideas… Why? <ul><li>Before, the publishing industry haven’t been particularly active in digital. </li></ul><ul><li>Electronic books hasn’t been a success so far, perhaps because readers want to get away from the screen after work hours. Here, the consumer insight and problem is captured and solved brilliantly. </li></ul><ul><li>Is truly a new way of making books more accessible. </li></ul><ul><li>Puts the idea before execution: </li></ul><ul><ul><li>Awkward Power Point slides and Windows desktop are miles away from flashy on-line games. </li></ul></ul><ul><ul><li>The actual strategic thought is the key; entertainment is in the idea, not necessarily in the execution (which is still rare in digital). </li></ul></ul><ul><ul><li>Although… </li></ul></ul>
  5. 5. A short note on execution <ul><li>Rarely is a clumsy execution an asset. Here it is part of the charm and makes you smile. Everyone knows how awful PP presentations look, and this mocks them…with love. </li></ul>
  6. 6. In conclusion <ul><li>The strategic idea is simple, innovative and smart. </li></ul><ul><li>Consumer is truly understood. If you want to make people do something they are currently not able to do, don’t make them sacrifice anything. Make them an offer they they have been waiting for all their lives: “We know you want to slack at work, so go on, we’ll help you!”. Real value. And even if you don’t start reading at work, it made you think about reading more. </li></ul>
  7. 7. Thanks! (Go on, I know you want to: www. readatwork .com ) By: Maria, Sept 10th
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