„Don´t read stories about fictional heroes. Write about the real

ones instead.“

Loosers s. r. o.

Why did we choose a book as a primary medium?

• We want to avoid TLDR people (too long, didn´t read) and target those, who like stories• Book readers love stories• Book readers are capable of following more

demanding ideas • Book fans often have literal ambitions and are

more likely to put their ideas on the sheet

Target group size• With over 50

million books sold a year, Czech market offers an interesting target audience

• More than 16 000 book titles published provides us with wide options of targeting

Leaflet & message

Front page

Back page

III. ZÁVĚRII. PRŮBĚH

Spreading the idea Offline• We put leaflets into the books sold in partner book

stores• We put posters with the same message into libraries

or media schools

Possible partnerships

Company Stores amount In shopping malls

*Kanzelsberger 50 14

Knihy Dobrovský 24 16

Neoluxor 25 20

* Partners with strong presence out of shopping malls would help us to spread the idea even into a countryside

Electronic book sellers

eReading, Kosmas, Martinus, Palmknihy, Wooky

III. ZÁVĚRII. PRŮBĚH

Books targeting

All of the chosen books are bestsellers (which we would preffer during the campaign)

This way we could target on differend topics and audience

III. ZÁVĚRII. PRŮBĚH

Spreading the idea Online

• We program the leaflet into electronic books• PPC banners (via Google AdWords & Sklik)

targeted on book readers and sites about books

Separate Facebook page• showing snapshots of the best stories send by

contributors• promoting tips on topics• encouraging people to write new stories

Thank you!