Drive awareness of Penguin's breadth of book titles and create an exciting festive experience to connect the brand with its readers. LIVE designed, and created two life-sized branded advent calendars that toured major train stations across London, Birmingham and Manchester in the run-up to Christmas.
The calendars surprised passers-by, opening up to reveal the top 20 bestselling Penguin book titles
Commuters were invited to pick out a ticket from a 'lucky dip' enabling them to win on the spot prizes - over 6,000 books were given away
Participants were encouraged to share their experience online using the hashtag #dearpenguin for the chance to win the entire book collection
Resulted in over 10,000 social media interactions via Facebook, Twitter and Instagram