LAST BOOK ON EARTH by Ogilvy & Mather Mexico for Gandhi Bookstores

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LAST BOOK ON EARTH

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Industry Book store
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Gabriel Martíinez
Copywriter Manuel Vega, Agustín Vélez
Account Supervisor Maria Del Pilar Troconis
Digital Creative Director Carlos Holcombe
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GANDHI
Product/Service: BOOKSTORE
Agency: OGILVY MEXICO
Date of First Appearance: Jan 25 2011
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/2011/gandhi/ultimolibro/index_eng.html
Vice President / Creative Services Director: José Montalvo (Ogilvy Mexico)
General Creative Director: Miguel Angel Ruiz (Ogilvy Mexico)
Creative Director: Agustín Vélez (Ogilvy Mexico)
Creative Director: Manuel Vega (Ogilvy Mexico)
Copywriter: Agustín Vélez (Ogilvy Mexico)
Copywriter: Manuel Vega (Ogilvy Mexico)
Art Director: Gabriel Martíinez (Ogilvy Mexico)
Marketing Manager: Alberto Achar (Gandhi Bookstores)
Account Supervisor: Pilar Troconis (Ogilvy Mexico)
Account Director: Paola Mayoral (Ogilvy Mexico)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Digital Creative Director: Carlos Holcombe (Ogilvy Mexico)
Motion: Ricardo Garcia (Ogilvy Mexico)
Motion: Julio Alonso (Ogilvy Mexico)
Developer: Adrian Perez (Ogilvy Mexico)
Developer: Miguel Garcia (Ogilvy Mexico)
Digital Art Director: Mario Flores (Ogilvy Mexico)
Digital Art Director: Jorge Alvite (Ogilvy Mexico)
Digital Copywriter: Gonzalo Fragoso (Ogilvy Mexico)
Media placement: TV-1spot - VH1 - January 25th 2011
Media placement: Website - Internet - January 25th 2011
Media placement: E Mail - Gandhi's Database - January 25th 2011
Media placement: Banners - Gandhi's Website - January 25th 2011
Media placement: Internet Film - Youtube And Hotsite - January 25th 2011
Media placement: Social Networks - Facebook, Twitter - January 25th 2011

Describe the brief/objective of the direct campaign.
The target audience was existing and new costumers.

The strategy for the campaign was to invite people to get closer to reading by using an increasingly popular topic in the last decade: the end of the world.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a fiction based on a simple question: if the end of the world is near, what would be written on the last book on earth? As part of this fiction, people would get closer to reading in a different way: by writing.

Mexico's reading average is very low: 2.7 book per year. So the response we expected was to achieve a total of a 1500 stories written, to edit at least a 100 pages book. A desired outcome after a 2 month effort. The campaign was communicated through TV, social media and direct mailing.

Explain why the creative execution was relevant to the product or service.
The strength of the idea was to make people read by the process of writing. This idea was set on a fiction: the last book on earth would be written by a lonely survivor living in a refuge in close and plausible context to the target: a post-apocalyptic Mexico City, one of the most populated cities in the world.

Fiction is an important part of literature, so a loved bookstore brand such as Gandhi Bookstores, that has promoted reading since its communication beginnings (more than 15 years ago), would have the license to invite people to this literary adventure.

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.
Stories written on the first two hours of the launch: 100.
Stories written: 5520.
Page views: 42 246.
Unique visitors: 21, 154.
Books sold in its first edition, until now: More than 2000.
Revenue: More than 500, 000 dollars.
Calculated value of non paid advertising: More than 600, 000 dollars.