The Branded Content scenario in Brazil is still extremely conservative. Basic TV is still the main media mean and there's a great gap between entertainment content and marketing. Consequently the digital means are more receptive to actions that integrate content + brand. Still the presence of the product in the projects is a must, since it influences the relevance of the content as entertainment.

We created the Not a Stupid Cover project. A solution where the practicality of e-books meets the engagement of paper books. Cell phone covers that turn the devices into real books.

Each cover features a code so that the consumer can download the corresponding book. We created 4 limited collection versions, that were sold as sets.

That book that you are proud to be reading is no longer just a file. It’s something you can carry and proudly show off.

The main result was to sell digital books at the physical bookstore.

The digital store is an important platform. But it’s at the physical store that the consumer engages with the product.

The e-books sales subsidize the production of the covers. And the increase of e-books sales, outside the digital platform, caused the return on investment to be almost immediate.

The interest for e-books increased by 2.7%. Of this increase, 70% came from the physical stores.

The number of downloads of the reading app Kobo also increased (1.8%), 43% came from the e-books sold in the physical store.

Publishers showed more and more interest in having their versions of the covers at Cultura bookstore.