Pop-Up Books
Making the reading habit a rewarding one.
By hijaking ad space to gamify reading for kids.
An Arab child reads 6 minutes a year. We had to do more than just promote books. We had to promote the love of reading.
To get kids interested in reading, we entered the world they spend hours in - mobile games.
'Pop-Up Books' by WHSmith.
Since mobile games are known for pop-up ads, we hijacked that space with Pop-Up Books - shortened versions of popular children’s books that were redesigned for the mobile gaming world. The only way the child could close the pop-up ad was by reading the story and answering the question. The right answer would get them rewards in the game - like coins, hints, extra lives, boosts, and more.
Watch the video case below:
Proving that reading can be rewarding too.
Recognitions
Gold - Dubai Lynx
Gold - Caples Awards
Silver - Dubai Lynx
Bronze - WARC Awards
Bronze - AME Awards / New York Festivals
Bronze - WARC Media Awards