The Looterature Campaign, public restrooms that play audiobooks, is the brainchild of Geometry Singapore, WPP’s end-to-end Creative Commerce agency and Storytel, one of the world’s largest audiobook and e-book streaming services.
The idea was born from research that indicated a steep decline in book-reading in the smartphone era. Not long ago, books had a special place in the lives of many, particularly when it came time to hit the head. In today’s modern world bathroom reading has become less commonplace as texting and smartphone use has skyrocketed. According to one study, 90% of millennials use their phone on the toilet for texting.
Enter Looterature.
They are the first-ever public restrooms that turn toilet-goers into literature lovers. Each stall is branded with classic literature like Moby Dick or Alice’s Adventures in Wonderland. When one goes into the Moby Dick stall, the motion-activated speaker plays the audiobook. Once people are hooked to the story, they are invited to scan a code to take it to their own bathrooms, or any other room of their liking, with a 30-day free trial.
“In line with Geometry’s ambition to reimagine commerce, Looterature is an exemplary model of delivering effective ideas with a clear business return,” said Jorge Thauby of Geometry Singapore. “By hijacking a usual restroom, we were able to create an entirely new and unexpected experience in which restroom is turned into a personal reading room, while allowing Storytel to reach out to new consumers. Equally important is that we have introduced a new ‘reading’ culture that is relevant and relatable in today’s digital world. This is how we at Geometry connect consumer insights to strategic and creative execution across the full consumer journey.”
With its mobility and convenient set-up, Looterature can be deployed pretty much anywhere from outdoor events, to exhibitions, shopping malls, or sports events. It was well-received at festivals such as Singapore’s Garden Beats and is ready for other events.
Credits
Office: Geometry Singapore
Client: Storytel
Product: Audiobooks
Executive Creative Director: Jorge Thauby
ACD: Julian Gutierrez
Senior Art Director: Andres Lopez
Illustrators: Andres Lopez, Kimberly Ang, Rocky Leaw
Account Management: Shirley Tay, Sheena Ong, Sarah Almodiel, Phuc Nguyen
Post-production: Geometry Malaysia and PixelPost
Videographer: Claudio Chock
