GOL - Trip Book

GOL - Trip Book

E-reader devices such as Amazon Kindle let travellers bring thousands of books with them on their journeys, but what if each of those stories was customised to wherever the reader happened to be at the moment?

That’s the idea behind the ‘Trip Book’ campaign from Brazilian low-cost carrier Gol for its ‘Smiles’ loyalty program that uses GPS to automatically change the location and landmarks in a story to wherever the reader is located.

Created by ad agency FCB Brazil to help celebrate the loyalty program’s anniversary, the enhanced e-reader features an interactive story written by author Marcelo Rubens Paiva specifically for the device. Rubens Paiva wrote a novel about a 40-something couple, Theo and Maria Manoela, who ditch their run-ofthe-mill lives to travel back to where they honeymooned years earlier.

FCB Brazil developed geolocation technology that locates the e-reader’s position. The story then takes place in the city where the reader is. If the reader travels while reading the story, the setting changes accordingly so the characters also experience the new locations, including New York, Paris, Rome, Rio de Janeiro, Lisbon or Buenos Aires.

The story is also available as a free app for both iOS and Android devices, which nearly all include GPS or basic locationtracking functionality.

“Reading a book is already a trip. And with Smiles ‘Trip Book’ this trip is even more real. It is an experience that allows the consumer to continue traveling with Smiles even after leaving the plane,” commented Joanna Miller, VP Creation of FCB Brazil.