{"id":4257,"date":"2025-04-11T14:41:39","date_gmt":"2025-04-11T14:41:39","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4257"},"modified":"2025-04-11T14:42:30","modified_gmt":"2025-04-11T14:42:30","slug":"26th-and-27th-sao-paulo-international-book-biennial-2022-2024","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/26th-and-27th-sao-paulo-international-book-biennial-2022-2024\/","title":{"rendered":"26th and 27th S\u00e3o Paulo International Book Biennial \u2013 2022\/2024"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        26th and 27th S\u00e3o Paulo International Book Biennial \u2013 2022\/2024                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 29.75%; top: 70.63%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/rino-partners\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        RINO &amp; PARTNERS                                        <span>S\u00e3o Paulo, Brazil<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/activation-event-experiential-marketing-case-studies\"><button class=\"custom-button\">Activation \/ Event \/ Experiential Marketing<\/button><\/a><a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/influencer-marketing-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Influencer Marketing<\/button><\/a><a href=\"\/work\/media-buying-planning-placement-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Media Buying \/ Planning \/ Placement<\/button><\/a><a href=\"\/work\/pr-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">PR<\/button><\/a><a href=\"\/work\/social-media-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Social Media<\/button><\/a><a href=\"\/work\/web-design-development-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Web Design \/ Development<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        How to overcome the unbeatable<br>After years managing the communication for the Official Press of the State of S\u00e3o Paulo, one of its directors\u2014Fernando Piccinini, author of several books and advisor to the Mario de Andrade Municipal Library\u2014and a team of passionate book and cultural life enthusiasts, became the sources of energy and inspiration that led us to compete for the communication of the 26th S\u00e3o Paulo International Book Biennial. This event, part of the city\u2019s official calendar, was held from July 2 to 10 at Expo Center Norte.<br>We were unanimously chosen as the agency by a committee formed by editors, communicators, and managers from the Brazilian Book Chamber.<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1020347396\/4813229dc2\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1938897994-f69bbb68d2b875e956a2d40954a6f5c5a816fac56a5bd2322a0a04b43615b745-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\" alt=\"play-button\" class=\"play-button-yt\" \/>\r\n                    <\/div>\r\n                <\/div>\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Our communication platform was born from the following insight:<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">&#8220;No reader is the same after finishing a good book.&#8221;<br><br>Good books\u2014physical or digital\u2014have the power to transform and enrich men, women, and children, whether through the knowledge they acquire or the emotions they convey.<br><br>Our idea for the campaign was to make readers reflect on this and to show the importance of the Book Biennial through communication that, like any good book, adds something meaningful, is inspiring, motivating, and inviting. A simple, impactful, and very direct message, as all good communication should be. And one that carries the same strength both offline and online.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Thus, our theme was born:<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">\u201cEVERYONE LEAVES BETTER THAN THEY CAME IN\u201d<br><br>An infinite path of creative possibilities emerged, supported by striking and diverse visuals. Concepts like \u201cYou enter Clarice and leave Lispector\u201d; \u201cYou enter William and leave Shakespeare\u201d; \u201cYou enter Maur\u00edcio and leave de Sousa\u201d (famous Brazilian author focusing the children), were publicized across online and offline media with great acceptance by both the visiting public and exhibitors.<br><br>The media strategy and tactics, considering the limited investment available, were meticulously crafted to reach the right people at the right time, focusing on results and minimizing waste. Digital media was prioritized, without neglecting the importance of its combination with offline media. The plan included Google Search, programmatic media, Facebook\/Instagram ads, and TikTok news feed. Offline, radio and out-of-home media were used, with excellent coverage through street clocks.<br><br>Rino was also responsible for publicity through a press office, whose strategy was to secure high-value (and expensive) media spaces, resulting in a 700% higher clipping value compared to the 2018 edition.<br><br>According to research conducted by SMTur\/Observatory of Tourism and Events of SPTuris 2022, 94% of respondents fully agreed with the concept adopted by the Book Biennial. This concept was so well received that it would carry on with new developments for the 2024 event.<br>And so it was.<br><br>In 2024, despite record-breaking figures, a new competition was held by the Brazilian Book Chamber, ensuring complete transparency and compliance. Once again, Rino &amp; Partners emerged as the winner, going even further in its creative and conceptual proposal.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Our Results:<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">With the theme: \u201cWHO READS MAKES GREAT FRIENDS\u201d, a new campaign was created, also taking advantage of the new venue, as the Biennial moved from Expo Center Norte to fully occupy the Anhembi District, making this Biennial the largest gathering of book lovers in the Southern Hemisphere. A campaign that was literally gigantic, with live interactions by graphic artists engaging with the public, establishing communication channels between readers of all ages, authors, publishers, events, and debate panels. \u201cFor 10 days, the Biennial became the best place in the world to be,\u201d according to Fernando Piccinini, once again the mastermind behind this campaign.<br>And what seemed impossible happened.<br><br>The numbers of the Biennial and the importance of the 2024 event surpassed those of 2022.<br><br>Starting with the opening ceremony, which saw the active presence of President Luiz In\u00e1cio Lula da Silva and many of his key Ministers. The numbers below summarize what was the largest Book Biennial ever held:<br><br>Visitors: 722,000<br>Average ticket value: R$ 208.14<br>Online ticket purchases: 96% of tickets<br>Incentive actions \u2013 Book vouchers: R$ 7 million<br>Incentive actions \u2013 Cashback: R$ 3 million<br>Number of books: 3.65 million<br>Publishing labels: Over 500<br>Total occupied area: 75,000 square meters<br>Exhibitors: 227 exhibitors<br>Cultural spaces: 13<br>Hours of programming: 2,000<br>National authors: 683<br>International authors: 33<br>School visits: 90,000<br><br>For the first time in the history of the Book Biennial, tickets sold out, with sales ending before the event&#8217;s conclusion.<br><br>Some data from the research conducted by SMTur indicates that 90% of visitors were fully satisfied with their experience at the Biennial, and 96% plan to return for the 2026 Biennial.<br><br>Thus, a new benchmark has been set, one that will certainly be surpassed through the harmonious and united teamwork, as has been demonstrated in these past two editions.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69ec759fea8ca-4678\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row odd-element-mob-media odd-media-lib\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69ec759fea8ca-4678').style.display='block'; currentSlide(1, 'galleryModal-gallery-69ec759fea8ca-4678')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/1989440c-9b4f-4641-8726-a50f55f4566e-1-576x1024.jpg\"\r\n                      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This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>26th and 27th S\u00e3o Paulo International Book Biennial \u2013 2022\/2024 - ICOM<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icomagencies.com\/work\/26th-and-27th-sao-paulo-international-book-biennial-2022-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"26th and 27th S\u00e3o Paulo International Book Biennial \u2013 2022\/2024 - ICOM\" \/>\n<meta property=\"og:url\" content=\"https:\/\/icomagencies.com\/work\/26th-and-27th-sao-paulo-international-book-biennial-2022-2024\/\" \/>\n<meta property=\"og:site_name\" content=\"ICOM\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-11T14:42:30+00:00\" \/>\n<meta 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