Eurobest
SERVICEPLAN GERMANY, Munich / PIPER VERLAG / 2019
Overview
Entries
Credits
Background
Regarding to the book market, it is mostly on book critics to decide on the success of a book. But are they really the right people to evaluate a book? PIPER one of Germanys largest book publishers found an answer.
Idea
Criminal Reviews. The first book description of a crime novel that is reviewed by a real criminal.
Strategy
Criminal Reviews. The first book description of a crime novel that is reviewed by a real criminal. Regarding to the book market, it is mostly on book critics to decide on the success of a book. But are they really the right people to evaluate a book? PIPER one of Germanys largest book publishers found an answer.
Execution
Henry-Oliver Jakobs, a convicted murderer who spent 19 years in prison, was asked to review the new book of Jørn Lier Horst (“Wisting und der Tag der Vermissten”) and its core story of a murder case with all its facets. The review was published by PIPER on their website, social media accounts and spread through the classic and digital book trade.
Outcome
Within in just seven days the initiative triggered book buyers so much, the book became a SPIEGEL bestseller – Germanys most popular ranking for books. With Criminal Reviews, PIPER reinvented the way of reviewing books by giving readers the most realistic evaluation of a crime novel they could ever get.
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