{"id":151068,"date":"2015-03-18T07:31:14","date_gmt":"2015-03-18T07:31:14","guid":{"rendered":"https:\/\/mediarun.com\/pl\/?p=151068"},"modified":"2015-04-08T13:22:42","modified_gmt":"2015-04-08T13:22:42","slug":"czytanie-jest-sexy-sprawdz-najciekawsze-kampanie-promujace-czytelnictwo","status":"publish","type":"post","link":"https:\/\/mediarun.com\/pl\/marketing\/atl\/czytanie-jest-sexy-sprawdz-najciekawsze-kampanie-promujace-czytelnictwo.html","title":{"rendered":"Czytanie jest sexy! Sprawd\u017a najciekawsze kampanie promuj\u0105ce czytelnictwo"},"content":{"rendered":"<p>M\u0142odzi nie czytaj\u0105 ksi\u0105\u017cek. Wolny czas wol\u0105 po\u015bwi\u0119ca\u0107 na poznawanie nowych ludzi, coraz cz\u0119\u015bciej robi\u0105 to za pomoc\u0105 mobilnych aplikacji randkowych. Play, chc\u0105c pokaza\u0107, \u017ce ksi\u0105\u017cki zwi\u0119kszaj\u0105 nasz\u0105 atrakcyjno\u015b\u0107 w oczach innych, a literatura mo\u017ce by\u0107 tematem do rozmowy, postanowi\u0142 w niestandardowy spos\u00f3b wykorzysta\u0107 popularno\u015b\u0107 aplikacji Tinder. Wszytko po to by promowa\u0107 us\u0142ug\u0119 Czytelnia w Play.<\/p>\n<p>Tinder to aplikacja randkowa, w kt\u00f3rej na podstawie zdj\u0119\u0107 u\u017cytkownik zaznacza, czy jest zainteresowany kontaktem z dan\u0105 osob\u0105. Je\u015bli obie strony si\u0119 sobie spodobaj\u0105 (tzw. match), mog\u0105 zacz\u0105\u0107 ze sob\u0105 rozmawia\u0107. Na potrzeby akcji Play stworzy\u0142 fikcyjne profile atrakcyjnych os\u00f3b, kt\u00f3rych galerie, zawiera\u0142y fragmenty ksi\u0105\u017cek oraz adres strony promocyjnej Czytelnia w Play.<\/p>\n<p>Kampania zosta\u0142a przeprowadzona w dw\u00f3ch miastach i spotka\u0142a si\u0119 z bardzo dobrym odbiorem u\u017cytkownik\u00f3w Tindera, a tak\u017ce prze\u0142o\u017cy\u0142a si\u0119 na bezpo\u015bredni wzrost zainteresowania us\u0142ug\u0105 Czytelnia w Play. Za strategi\u0119, kreacj\u0119 i realizacj\u0119 kampanii odpowiada Artegence. <\/p>\n<p><iframe width=\"970\" height=\"546\" src=\"https:\/\/www.youtube.com\/embed\/5nh47DbyTCI\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n<p>To nie pierwsze pr\u00f3by kreatywnego dotarcia do czytelnik\u00f3w. Od kilku lat w biblioteki, ksi\u0119garnie i stowarzyszenia dzia\u0142aj\u0105ce na rzecz promocji czytelnictwa prze\u015bcigaj\u0105 si\u0119 z pomys\u0142ami jak zach\u0119ci\u0107 ludzi do si\u0119gania po literatur\u0119. Oto przyk\u0142ady, naszym zdaniem, najciekawszych kampanii.<\/p>\n<p>Obie poni\u017csze kampanie zosta\u0142y stworzone na zlecenie najstarszej ksi\u0119garni w Izraelu &#8211; Steimatzky. Agencj\u0105, kt\u00f3ra zaj\u0119\u0142a si\u0119 projektem jest  ACW Grey Tel-Aviv. Z tego po\u0142\u0105czenia powsta\u0142y plakaty, kt\u00f3re szybko rozprzestrzeni\u0142y si\u0119 w Internecie. <\/p>\n<p>Kampania: <strong>&#8222;The right book will always keep You company&#8221;<br \/>\n<\/strong><br \/>\n<a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-4.jpg\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-4.jpg\" alt=\"mediarun-com-Steimatzk (4)\" width=\"800\" height=\"556\" class=\"alignnone size-full wp-image-151069\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-5.jpg\"><img decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-5.jpg\" alt=\"mediarun-com-Steimatzk (5)\" width=\"800\" height=\"556\" class=\"alignnone size-full wp-image-151070\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-1.jpg\"><img decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-1.jpg\" alt=\"mediarun-com-Steimatzk (1)\" width=\"800\" height=\"556\" class=\"alignnone size-full wp-image-151071\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-2.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-Steimatzk-2.jpg\" alt=\"mediarun-com-Steimatzk (2)\" width=\"800\" height=\"556\" class=\"alignnone size-full wp-image-151072\" title=\"\"><\/a><\/p>\n<p>Kampania: <strong>Your book, Your cast<\/strong><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote.jpg\" alt=\"Steimatzky-Book-Stores-Don-Quixote\" width=\"2400\" height=\"1599\" class=\"alignnone size-full wp-image-151078\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote.jpg 2400w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-600x400.jpg 600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-1051x700.jpg 1051w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-300x200.jpg 300w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-1536x1023.jpg 1536w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-2048x1364.jpg 2048w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Don-Quixote-360x240.jpg 360w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood.jpg\" alt=\"Steimatzky-Book-Stores-Little-Red-Riding-Hood\" width=\"2400\" height=\"1599\" class=\"alignnone size-full wp-image-151079\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood.jpg 2400w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-600x400.jpg 600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-1051x700.jpg 1051w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-300x200.jpg 300w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-1536x1023.jpg 1536w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-2048x1364.jpg 2048w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Little-Red-Riding-Hood-360x240.jpg 360w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes.jpg\" alt=\"Steimatzky-Book-Stores-Sherlock-Holmes\" width=\"2400\" height=\"1599\" class=\"alignnone size-full wp-image-151080\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes.jpg 2400w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-600x400.jpg 600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-1051x700.jpg 1051w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-300x200.jpg 300w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-1536x1023.jpg 1536w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-2048x1364.jpg 2048w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/Steimatzky-Book-Stores-Sherlock-Holmes-360x240.jpg 360w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/p>\n<p>Seria grafik do kampanii \u201eKsi\u0105\u017ckowe Love\u201d, promuj\u0105cej czytelnictwo, powsta\u0142a w 2012 roku. Stworzy\u0142 j\u0105 artysta Grzegorz Sikora, autor bloga PiktoGrafiki.com. Jaki\u015b czas temu za spraw\u0105 Internetu, grafiki zyska\u0142y drugie \u017cycie. <\/p>\n<p>Kampania: <strong>Ksi\u0105\u017ckowe LOVE<\/strong><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta.jpg\" alt=\"mediarun-com-kto-czyta\" width=\"1600\" height=\"922\" class=\"alignnone size-full wp-image-151073\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta.jpg 1600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-1200x692.jpg 1200w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-1536x885.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-4.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-4.jpg\" alt=\"mediarun-com-kto-czyta (4)\" width=\"1600\" height=\"922\" class=\"alignnone size-full wp-image-151074\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-4.jpg 1600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-4-1200x692.jpg 1200w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-4-1536x885.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-2.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-2.jpg\" alt=\"mediarun-com-kto-czyta (2)\" width=\"1600\" height=\"922\" class=\"alignnone size-full wp-image-151075\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-2.jpg 1600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-2-1200x692.jpg 1200w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-2-1536x885.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-6.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-6.jpg\" alt=\"mediarun-com-kto-czyta (6)\" width=\"1600\" height=\"922\" class=\"alignnone size-full wp-image-151076\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-6.jpg 1600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-6-1200x692.jpg 1200w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-6-1536x885.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-5.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-5.jpg\" alt=\"mediarun-com-kto-czyta (5)\" width=\"1600\" height=\"922\" class=\"alignnone size-full wp-image-151077\" title=\"\" srcset=\"https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-5.jpg 1600w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-5-1200x692.jpg 1200w, https:\/\/mediarun.com\/pl\/wp-content\/uploads\/2015\/03\/mediarun-com-kto-czyta-5-1536x885.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<p>R\u00f3wnie\u017c jeden spo\u015br\u00f3d najwi\u0119kszych sklep\u00f3w oferuj\u0105cych ksi\u0105\u017cki w\u0142\u0105czy\u0142 si\u0119 do akcji. Kampania Empiku zrealizowana przez Grup\u0119 Str\u00f6er zawiera\u0142a wiele ambientowych dzia\u0142a\u0144, kt\u00f3re mia\u0142y na celu zach\u0119cenie ludzi do si\u0119gni\u0119cia po lektur\u0119. Kreacj\u0119, jak w powy\u017cszym wypadku, wykona\u0142 artysta grafik Grzegorz Sikora, autor bloga piktografiki.com.<\/p>\n<p>Kampania: <strong>A Ty do czego u\u017cywasz ksi\u0105\u017cek?<\/strong><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-3.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-3.jpg\" alt=\"mediarun-com-kampania-empik (3)\" width=\"1024\" height=\"598\" class=\"alignnone size-full wp-image-151083\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik.jpg\" alt=\"mediarun-com-kampania-empik\" width=\"1024\" height=\"576\" class=\"alignnone size-full wp-image-151084\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-1.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-1.jpg\" alt=\"mediarun-com-kampania-empik (1)\" width=\"800\" height=\"450\" class=\"alignnone size-full wp-image-151085\" title=\"\"><\/a><\/p>\n<p><a href=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-2.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/mediarun.com\/wp-content\/uploads\/2015\/03\/mediarun-com-kampania-empik-2.jpg\" alt=\"mediarun-com-kampania-empik (2)\" width=\"1024\" height=\"598\" class=\"alignnone size-full wp-image-151086\" title=\"\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"W Polsce czytelnictwo jest na zatrwa\u017caj\u0105co niskim poziomie. 6 milion\u00f3w Polak\u00f3w nie przeczyta\u0142o w zesz\u0142ym roku \u017cadnej ksi\u0105\u017cki, a ponad 10 milion\u00f3w nie ma te\u017c \u017cadnej ksi\u0105\u017cki w swoim domu. Takie dane wynikaj\u0105 z raportu o stanie czytelnictwa w Polsce przeprowadzonego przez Bibliotek\u0119 Narodow\u0105. Marketerzy staraj\u0105 si\u0119 zmieni\u0107 te smutne statystyki.","protected":false},"author":1,"featured_media":151088,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[9642],"tags":[3166,5920,5918,105,5919,3908,5917,62,932,200],"class_list":{"0":"post-151068","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-atl","8":"tag-badania-2","9":"tag-biblioteka-narodowa","10":"tag-czytelnictwo","11":"tag-empik","12":"tag-kampanie-promujace-czytelnictwo","13":"tag-kampanie-reklamowe","14":"tag-ksiazkowe-love","15":"tag-play","16":"tag-raport","17":"tag-reklama","18":"cs-entry","19":"cs-video-wrap"},"_links":{"self":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts\/151068","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/comments?post=151068"}],"version-history":[{"count":0,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/posts\/151068\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/media\/151088"}],"wp:attachment":[{"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/media?parent=151068"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/categories?post=151068"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediarun.com\/pl\/wp-json\/wp\/v2\/tags?post=151068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}