Gandhi Bookstores Design & Branding BOOKSHELF by Ogilvy & Mather Mexico

BOOKSHELF

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Industry Book store
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Copywriter Fernando Carrera, Victor Alvarado
Released October 2010

Credits & Description

Category: Permanent Retail
Advertiser: GANDHI BOOKSTORES
Product/Service: BOOKSTORE
Agency: OGILVY MEXICO
Date of First Appearance: Oct 9 2010
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://pendiente.com
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Fernando Carrera (Ogilvy México)
Creative Director: Victor Alvarado (Ogilvy México)
Art Director: Fernando Carrera (Ogilvy México)
Art Director: Victor Alvarado (Ogilvy México)
Copywriter: Fernando Carrera (Ogilvy México)
Copywriter: Victor Alvarado (Ogilvy México)
Marketing Manager: Alberto Achar (Gandhi Bookstores)
Media placement: Poster - Boostores - 18-Mzo-2011

Describe the brief from the client
To generate a deep and durable engagement with consumers.

Describe the challenges and key objectives
To create a campaign that promotes the main benefits of reading, such as improving knowledge and conversation.

Describe how you arrived at the final design
We created an economic and simple product that communicates the benefits of reading, through a new media that makes contact with the consumer from an intimate point of touch: their own homes.

Give some indication of how successful the outcome was in the market
Without investing any money, we created a new media capable of generating a permanent touchpoint with consumers. We ran out of bookshelves after a couple of weeks.