The Location of This Book's Story Changes, Depending on Where You're Reading It

FCB Brazil Devises Clever Way to Promote Smiles' Loyalty Program

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Loyalty program Smiles, which works with Brazil's Gol airline, and its agency FCB Brazil have leveled up rewards program marketing with "Trip Book Smiles," an e-book whose contents change depending on where you are when you're reading it.

The agency, known for its inventive digital ideas like the 2014 mobile Grand Prix-winning Nivea sunblock campaign, tapped top Brazilian author Marcelo Rubens Paiva to write a novel about a fortysomething couple, Theo and Maria Manoela, who ditch their run-of-the-mill lives to travel back to where they honeymooned years earlier. But depending on where the reader is experiencing the book, that location could be Paris, Rome, Lisbon, Buenos Aires or New York.

The campaign is part of a broader effort from the client, "365 Reasons to Smile."

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About

Description
This is the first book where the story takes place exactly where the reader is. Marcelo Rubens Paiva is the author.
Credits
Date
Apr 27, 2015
Agency:
FCB - Brazil
Client:
Smiles
VP Creative Director:
Joanna Monteiro
VP Creative Director:
Max Geraldo
Digital Creative Director:
Pedro Gravena
Executive Creative Director:
Rui Goncalves Piranda
Art Director:
Bruno Bueno
Art Director:
Eddy Guimaraes
Art Director:
Daniel Alves
Copywriter:
Andre Bittar
Copywriter:
Marilu Rodrigues
Copywriter:
Lucas Tristao
Media Vice President:
Alexandre Ugadin
Technology:
Marcio Bueno
RTV:
Charles Nobili
RTV:
Ricardo Magozo
RTV:
Andre Fonseca
Editor:
Rodrigo Resende
Sound Production:
Satelite Audio
Production Company:
Bando
Editor:
Guilherme Tensol
Client Supervisor:
Leonel Andrade
Client Supervisor:
Bruna Milet
Client Supervisor:
Karina Bernardo
Client Supervisor:
Adriana Kubo
Account Vice President:
Mauro Silveira
Planner Vice President:
Rapha Barreto
Project Manager:
Lia DAmico
Project Manager:
Suelen Mariano
Technology:
Gerson Lupatini

See more credits

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