THE BOOKMARK PROMOTION by Scholz & Friends Hamburg for Felix Jud & Co.

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THE BOOKMARK PROMOTION

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Industry Books, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Stefan Setzkorn, Matthias Schmidt
Creative Director Suze Barrett, Dennis Lueck
Art Director Joanna Broda
Copywriter Vicky Jacob-Ebbinghaus
Illustrator Pietari Posti
Released December 2009

Credits & Description

Category: Self Promotion
Advertiser: FELIX JUD
Product/Service: CLASSIC BOOKS
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Dec 19 2009 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Suze Barrett (Scholz & Friends)
Creative Director: Dennis Lueck (Scholz & Friends)
Art Director: Joanna Broda (Scholz & Friends)
Copywriter: Vicky Jacob-Ebbinghaus (Scholz & Friends)
Illustrator: Pietari Posti
Agency Producer: Eva Kannemann (Scholz & Friends)
Art Buying: Christiane Gubdlach (Scholz & Friends)
Postproduction: (Metagate Gmbh)
Account Manager: Beate Jeska (Scholz & Friends)
Graphics: Katharina Uelsberg (Scholz & Friends)
Managing Director: Wilfried Weber (Felix Jud & Co.KG)
Media placement: Promotion - Point of Sale (Felix Jud & Co. Publisher and Bookstore) - 19.12.2009

Describe the challenges and key objectives
The challenge was to convince people that classic literature can be as exciting and full of life as any contemporary novel by means of a point of sale promotion.

Describe the brief from the client
The brief was to create a point-of-sale promotion for the publishing house and bookstore Felix Jud & Co. to boost sales of the classics series, “Winkler World Literature”.

Describe how you arrived at the final design
In order to give people a glimpse into the world of the classics, four individual bookmarks were designed for selected novels from the series. When placed inside the book together, they create a type of diorama, vividly depicting an important scene from the story. The four bookmarks guaranteed maximum attention right at the POS and breathed new life into the classics genre, thanks to their fresh and modern design. Customers who bought a book from the series were also given a set of bookmarks as a gift, to mark their favourite places in their new classic.

Give some indication of how successful the outcome was in the market
Sales of the promoted books went up 75 % and the bookmarks were so popular with the customers that a second edition was printed. Due to the promotion’s remarkable success, new bookmarks are being developed for further classics in the series.