100 000 Books Chain of bookstores: Books-Fresheners (video) by RA Voskhod for 100 000 Books

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100 000 Books Chain of bookstores: Books-Fresheners (video)

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Industry Publishing, streaming & media, Books
Media Case study
Market Russia
Agency RA Voskhod
Creative Director Andrey Gubaydullin
Copywriter Aleksey Nikiforov, Aleksandr Parkhomenko
Designer Dmitry Maslakov
Released March 2011

Awards

Golden Drum 2011
New or innovative New or innovative Golden Drum

Credits & Description

Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading. One of the places where all people still read is toilet. When there’s no book there, people read anything that is at hand and mostly air fresheners. We created fresheners with fragments of world best-sellers printed on them. Books-fresheners appeared in WC in malls, business centers, offices, restaurants and household stores. Books-fresheners gained popularity. Next month after promotion the attendance of “100 000 books” grew by 23%. Now they are going to sell the fresheners in the chain’s outlets.
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser/Client: 100 000 BOOKS
Product/Service: CHAIN OF BOOKSTORES
Entrant Company: VOSKHOD Yekaterinburg, RUSSIA
Advertising Agency: VOSKHOD Yekaterinburg, RUSSIA
Creative Director: Andrey Gubaydullin (Voskhod)
Art-Director: Vladislav Derevyannykh (Voskhod)
Junior Creative Director: Evgeny Primachenko (Voskhod)
Copywriter: Aleksandr Parkhomenko (Voskhod)
Designer: Dmitry Maslakov (Voskhod)
Copywriter: Aleksey Nikiforov (Voskhod)