![[Case Study] Next Advertising - Pussy / The Consumers of Souls / Codin Maticiuc](https://media.iqads.ro/2016/05/the-consumer-of-souls-pussy1-cover-850.jpg)
Consumatorul de suflete (Consumer of Souls) is a novel written by a guy well-known for his effervescent social activity. The author did not present enough credentials for his writing style, rather having the image of a playboy. The book would be easily considered by some (older, conservative people) to be nasty, aggressive, even obscene.
Campaign Summary
Objectives: Draw young people's attention to a book written by a guy known for his social activity, rather than his writing skills.
Strategy: Promote the book in the clubs and pubs frequented by the author, with a visual appealing to the target group. The visual represents the main themes of the novel: women and sex. The final message ("Don't read it if you're not ready") honestly suggested that if you're not into this, you might not like it. A bigger campaign was built around it.
Target Audience
Young people, open-minded, interested in social life.
Results
Five months after launch, the book exceeded 7000 copies sold, which is considered a best seller in Romania. It is hard to separate the effect of this poster alone. Or we could say this poster was the main reason for the book's success :)
Board
INFO:
Project title: Pussy
Brand: The Consumers of Souls
Client: Codin Maticiuc
Credits
Agentie: Next Advertising
Liviu David / Creative Director / Art Director
Adrian Grigore / Copywriter
Gabriela Datcu / Art Director
Ioana Dumitrascuta / Account Manager
