Martina Cole ‘The Faithless’

How we'd explain it to our mothers

We’d already worked with Martina Cole, one of Britain’s bestselling authors (with over 10,000,000 books sold). Once again her publishers, Headline, wanted to maximise sales and build Martina’s brand for her latest novel ‘The Faithless’.

Behaviour change

Old and new Martina Cole readers buy ‘The Faithless’

The path to change

Big Idea: The Ten Commandments
A stunt
A Spotify advert
A poster campaign

How we did it

Martina’s brand revolves around the East-End characters that populate her books and the frank unflinching style of her prose. Harnessing these was important to creating gripping communications that reached her target audience. Playing on the religious connotations of the book’s title, the campaign creative was based around the Ten Commandments. These were no ordinary commandments though: these were Martina’s Commandments, reflecting the rules by which her characters live. The creative was brought to life through a stunt which projected them on iconic buildings across London’s West End during rush hour, a Spotify advert featuring an East-End character explaining why commandments were so important and a poster campaign across National Rail.

And?

Martina had her best ever opening week sales, with 31,136 copies of ‘The Faithless’ sold.