Reinforcing Moleskine’s unique brand positioning hacking their iconic notebooks.
Moleskine AbracadabrApp
THE STORY
I approached Moleskine with one idea: alter one of their products to create the world’s 1st notebook & analog application, building a solid PR campaign that reinforced their unique positioning in between the digital and the analog worlds. They loved the proposal and the AbracadabrApp was born: A cute contraption, for iPhone, that allowed to manually mix videos and even filter pictures with “Instagram-like” filters.
RESULTS
Thousands of relevant mentions: Gizmodo, FastCo, Engadget, TV channels…
During more than one month, Google’s 1st results on “Moleskine analog” were related to our campaign.
With zero media investment, a thousands of $ earned media campaign.
A Ltd. edition of 500 units produced and sold world-wide in Moleskine’s online stores.
TEAM
CLIENT: Moleskine
WEB: Abracadabrapp.honestandsmile.com
AGENCY: Honest&Smile
PRODUCTION: Marcs Aries, RCR Films
PR: Tatiana Viladomat
ART DIRECTION: Bernard Arce, Ignasi Giró
MY TASKS: Original idea, creative & project direction, product & brand design, prototyping, storytelling, film.
Introducing Moleskine AbracadabrApp:
World’s 1st Notebook and AnalogApp.
For iPhone. Ta-Da!
Media awareness:
TV and Youtubers.
