Newsworthy Books Jarir
Saudis are still reading, but in a bit-sized format. So we Reintroduced books in newsworthy snackable form to grab their attention and lure them to ask for more. We summarized the plots of books used in our campaign and transformed it into controversial fake news articles, with intriguing headlines in both English and Arabic.
We released our campaign on the front pages of famous newspapers and the news section of well-known websites with headlines like:
“Farmer swears he was kicked out by animals.” (Animal Farm)
For each headline we drafted a short story in an article form where curious readers had to flip the page or click to read more. Once clicked or flipped, readers were directed to another page that reveals the book behind the story.
Our books were reintroduced in an interesting & shareable 21st century news format.