文/VIVI

這次活動(dòng)由專門(mén)出版口袋書(shū)的Editions Points在巴黎書(shū)展上發(fā)起。

最大特點(diǎn)在于不拘一格用人才，大膽動(dòng)用了一組“前扒手”。不過(guò)與以往的工作性質(zhì)相反，這次他們要做的是神不知鬼不覺(jué)地往逛書(shū)市的人們兜里放東西——口袋書(shū)。

等人們翻開(kāi)自己的包包或口袋時(shí)，不但白得一本書(shū)，同時(shí)也能看到封面上的“Discover the greatest writers in your pocket”（發(fā)現(xiàn)你口袋里的偉大作家），以及Editions Points的展位信息，吸引人們前來(lái)參觀。

“前扒手”們憑借嫻熟技巧，5天內(nèi)“發(fā)放”了1000本口袋書(shū)，其瀟灑程度跟《十三怒漢》里的喬治老帥哥、科恩小帥哥有得一拼。除了廣告效應(yīng)，這種人盡其才的活動(dòng)想來(lái)對(duì)和諧社會(huì)同樣大有裨益。

Setting:
The Salon du Livre cle Paris, a massive book fair that welcomes over 200.000 people in 5 days every year.

Objectives:
Let people know about Editions Points, a publisher specialized in pocket books, and attract as many visitors as possible to their stand.

Solution:
A team of former pickpockets slip Editions Points books into the pockets of the fair’s visitors. As people linds the books, they can read on the cover: “Discover the greatest writers in your pocket” with information and offers leading them to the stand.

Results:
- 1,000 books »x putpocketecl » in 5 days.
- 30% more visitors came to the Editions

Points stand as compared with previous years.
- A 14% increase of sales during the fair week and following month.
- Over 60,000 visitors on the website dedicated for the operation.

Advertising Agency: Marcel, Paris, France
Executive Creative Directors: Anne de Maupeou, Frederic Temin
Copywriters / Art Directors: Souen Le Van, Romain Galli