The Inspiration
“Show me a family of readers, and I will show you the people who move the world.” - Napoleon.
This is an idea I put together years ago for an agency who had the ear of Citi Bank. It went out into the ether and was never heard of again. Pretty common in my line of work and mostly, I shrug, and get on with the next set of ideas. However, I seem to come back to this one often. I still like it a lot, maybe it will find a life here?
The Idea
CitiBook is the CitiBike for knowledge.
Citi partner with Amazon to bulk purchase and freely distribute physical and digital books through multiple channels.
Each title - both digital and physical - features the CitiBook logo including a simple call to action, "read and forward.”
The CitiBooks campaign works across multiple touch points to place Citi into relevant spaces and begin a useful, intimate dialogue with the audience:
- Physical & digital Distribution (coffee shops, bars, hair salons, airports, public transport etc)
- Events (author tours and talks, workshops etc)
- Giving Back (a drive to get a million books in a million hands)
Free, quality products for all courtesy of Citi and myriad ways for the public, the brand and creators to share and engage with one another.
