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2008 Best Use of A Small Budget Winner

TITLE Getting Inside Your Head With Stephen King
AGENCY Razor Media
CLIENT Hachette Livre

OBJECTIVES
Stephen King had never had a number one bestseller in Australia. Hachette Livre wanted to change this with Duma Key – King’s new book. Not only did Hachette Livre want a bestseller, it wanted it in the first full week of sales. But Razor Media only had a media budget of $50,000.

CAMPAIGN
The success of a psychological thriller lies in its ability to mess with your head and Stephen King does this perfectly. Using inexpensive media in innovative ways like motion- activated washroom posters, taxi and bus backs, traffic network reports and a bookstore window decal, the campaign captured the essence of King’s new book. It connected with readers beyond King’s traditional “horror” base and generated talkability and intrigue.

RESULTS
Duma Key achieved King’s first ever number one in Australia… in the first week.

Judges’ Comment
It really got into the judges’ minds.

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