A purchase is a decision always based on prior experience. From the moment we are interested on a product until we decide to buy it, we pass through the most important stage of all: the test. In response to this question we conducted an idea. We gave people the opportunity to have their first approach on reading their next book. How? By developing first-chapter editions of all our titles.

The action took place in the best cafés of Buenos Aires. Thanks to "First Chapter" we added value to a personal moment and gave people the opportunity to "test" their next book.

Along with the production of first chapters, we developed a menu and displays allowing people to order them à la carte or self-service.

The same could be carried free of charge to get to the bookshop and look it up in its full version.

The action was amplified with the passage of time, reaching more comfortable places to start a book like hair salons, clinics, public transports, and even digital platforms.

“First Chapter” left a balance of 240,000 printed copies from the first chapters of 68 different book titles. The action took place in more than 100 cafés, and then extended it to other 75 places among hair salons, transports and medical offices. 13000 first-chapter online downloads were also recorded. The book sales of Grupo Planeta has increased a substancial 19% from the beginning of this action.