Penguin Books

- Season's Readings

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 Campaign

  • 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
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