Kinokuniya Book Stores: "INSTALLATION SHELF" Promo / PR Ad by LEO BURNETT/ARC WORLDWIDE MALAYSIA

Category: Ambient Promotion: Large Scale
Advertiser: KINOKUNIYA BOOK STORES MALAYSIA
Product/Service: D.I.Y. SECTION
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Creative Group Head: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Art Director: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Copywriter: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Designer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Designer: Khairul Anuar (Leo Burnett Advertising/ARC Worldwide Malaysia)
Creative Director: Tan Yew Leong (Leo Burnett Advertising/ARC Worldwide Malaysia)
Typographer: Zaidi Awang (Leo Burnett Advertising/ARC Worldwide Malaysia)
Typographer: Khairul Anuar (Leo Burnett Advertising/ARC Worldwide Malaysia)
Photographer: Steve Koh (Studio ROM)
Media placement: Temporary Installation Shelf - Kinokuniya Book Stores - 4-May-09

Describe the objective of the promotion.
To promote the DIY section of Kinokuniya Bookstores

Describe how the promotion developed from concept to implementation
The concept: The joy of constructing something entirely on one's own is the essence of DIY and it was expressed/implemented in do-it-yourself shelves.

Describe the success of the promotion with both client and consumer including some quantifiable results
Even as the 'bookshelves' were being set up, a crowd gathered to see it. It generated excitement and interest and smiles. Comments like 'How clever!', and from the more skeptical, 'Is it really that easy to DIY?' were heard coming from curious onlookers. The promotion was considered a success as sales of DIY books did show an increase.

Explain why the method of promotion was most relevant to the product or service
“I did it on my own” is a very relevant statement for DIY books. Having that sentence constructed into the very shape of the shelves makes a very playful yet powerful statement on how easy carpentry and other forms of crafts can be with Kinokuniya’s DIY bookshelf. This shelf is also constructed using blonde wood – a seamless match with the signature décor colour of Kinokuniya Bookstores.