To celebrate the launch of Patricia Cornwell’s brand new thriller, Flesh and Blood, HarperCollins are streaming the entire novel through a digital billboard in London in a world first. BAFTA winning creative agency Ralph have incorporated innovative reading technology from Spritz into the eye-catching creative, to give commuters the exclusive opportunity to read the fast-paced novel as soon as it hits the shelves – and in just over five hours!
Sarah Benton, Marketing Director for HarperFiction, said “Patricia Cornwell is the original creator of the forensic novel so when the idea of dissecting the text and streaming it through an outdoor panel came up we jumped on it straight away. This adds a whole new dimension to the fast-paced novel – the question is, can you keep up?”
Chris Stack, Creative Director at Ralph, said “With an author as high profile as Patricia, we wanted the book to speak for itself. We’re big fans of long copy ads and ever since seeing Spritz, we could see the huge potential for communicating more complex messages in outdoor. At 116,838 words, it’s probably the longest copy ad we’ve ever done…but I’d have to check on that.”
Frank Waldman, CEO at Spritz, said, “We’re thrilled to help Ralph and Harper Collins realize their creative vision for this ad campaign. Our technology eliminates the space constraints digital ad formats place on ad copy, from billboards to smartphone screens. Spritz really lets marketers tell a big story in a small space – And what story could be bigger than an entire Patricia Cornwell novel?”
The campaign was planned by Ralph, in collaboration with HarperCollins and Mediacom.
The Spritz powered outdoor is live from 6th November at London Liverpool Street Station and is backed up with a combination of additional digital 6 sheets and print 4 sheets. The wider campaign, also created by Ralph, includes the Twitter powered www.callingallscarpettas.com, a forensic sampler kit for bloggers and superfans and other online display ads on newspaper and lifestyle networks.
Flesh and Blood by Patricia Cornwell is published on 6th November 2014 in the UK – in hardback, ebook and audiobook. For further information, please contact: Tom Winbow or Chris Stack at Ralph: tomw@ralphandco.com or chris.stack@ralphandco.com / 0203 006 6730 or Sarah Benton at HarperCollins sarah.benton@harpercollins.co.uk / 0208 307 4722
