Retailer in Portugal Turns Hold Times Into Storytimes

Embark on a literary adventure while waiting for customer support

Nobody enjoys hold music. In Portugal, French retailer FNAC replaced it with something infinitely better: Stories.

Through the "On-Hold Books" initiative, snippets of classic tales, read by FNAC employees, are in—while tepid tunes on endless loops are out. Adding an interactive element, people can also select passages from various titles while waiting for customer support. Examples include Valerie Perrin's Fresh Water for Flowers and João Tordo's 100 years of Forgiveness.

"FNAC does incredible work to promote literature all across their communication. It was about time we did it in their customer support too," says Pedro Lima, CEO/CCO of agency Judas, which created the campaign. 

Judas' jam is about "bringing back the rock and roll to this industry." We're glad that includes books, and we care not a whit how lame that sounds, because what is more psychedelic than reading words on paper and falling into a whole different universe?

"On-Hold Books" is now available for all calls made to FNAC's Portuguese ops.

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.