The opening line is the secret weapon of every novel
Beautifully written novels don’t stand much of a chance against
Twitter feeds, hyperlinks and status updates. That’s why we
created a digital campaign that could grab anyone’s interest
simply with a provocative opening line from a great book.
The opening line of a great book can capture any reader’s attention in
moments, making it impossible not to turn the page. Most importantly, the
opening line is short. We used this particular aspect of novels to our advantage
as we communicated to a purely online audience.
LOERIE Bronze and EPICA Award Winner
In just a few seconds, or a few words, people
were rediscovering their passion for literature.
And Exclusive Books received a record number of
visits to their online store.
On YouTube, the first 5 seconds of a pre-roll ad gave us the perfect platform to
engage the viewer with a great opening line before they could click skip.
Clicking on the ad took the viewer to the online store to purchase the featured
book, so they could continue where the opening line left off.