E-POINTS is an innovative collection of e-books, where books are classified by their reading-length time; anywhere from 5 to 60 minutes. In France nobody knew this brand. That’s why we created #ThanksForBeingLate.

An innovative way to make people discover the E-POINTS short e-books collection.

We allowed every late person to apologize and make their friends wait by tweeting an ebook. But not just any e-book, one with a reading length of the exact amount of time your friend will be waiting. A typical PR campaign made to go viral on the social networks.

#Thanksforbeinglate is an innovative way to make people discover the E-POINTS.

We allowed every late people to apologize and make wait their friends by tweeting an ebook. But not just any e-book, one with a reading length of the exact amount of time your friend will be waiting. The promotional campaign was implemented on Twitter in March 2015 during one week. The campaign run according to the original plan.

In one week, the operation generated more than 6 million media impressions on twitter,

and was unanimously acclaimed by the media,

leading to a spectacular and unexpected 5700 % increase in visits

on the E-points website.