100 000 Books DM BOOKS FRESHENERS by RA Voskhod

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BOOKS FRESHENERS

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

Awards

Cannes Lions 2011
Media Lions Best Use of Ambient Media: Small Scale Bronze

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: 100 000 BOOKS
Product/Service: CHAIN OF BOOKSTORES
Agency: VOSKHOD
Date of First Appearance: Feb 17 2011
Entrant Company: 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)
Media placement: Air Fresheners - Toilets All Over The City And Household Stores - 17 February

Describe the brief/objective of the direct campaign.
Till the 1990’s Russia was one of the countries in the world that read the most. Now people read less. This decrease of demand became a real problem for bookstores. We needed to attract new young customers and remind everybody about the importance of reading.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Chain of bookstores “100 000 books” decided to remind people about the necessity of reading.
If there is one places where all people still read - that's the 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 centres, offices, restaurants and household stores.

Explain why the creative execution was relevant to the product or service.
We found very private insight of Russian people - we really do like to read in the toilet, even if we don't read anything in other places.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.