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Industry Book store
Media Direct marketing
Market Mexico
Agency DDB Mexico
Art Director Mariela Rueda Alvarez
Copywriter David Marcos Castellanos
Producer Damiana Marin
Photographer Juan David Franco
Released December 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: BOOKSTORES
Date of First Appearance: Dec 11 2010
Entrant Company: DDB MEXICO, MEXICO
Chief Creative Officer: Hernán Ibarra (DDB)
Chief Creative Officer: Walter Aregger (DDB)
Creative Director: Mariela Rueda Alvarez (DDB)
Creative Director: David Marcos Castellanos (DDB)
Art Director: Mariela Rueda Alvarez (DDB)
Copywriter: David Marcos Castellanos (DDB)
Photographer: David Franco (Zona 5)
Producer: Damiana Marín (DDB)
Media placement: CalendarBooks - Porrúa Bookstores, Low-Income Schools, Opinion Leaders, Mass Media - December 11th, 2010

Describe the brief/objective of the direct campaign.
The purpose was bringing new readers to the category. The average Mexican reads less than one book per year (0.78), we decided to create a campaign that ensures that the receiver would read at least one book per year. Once people connect with the idea of reading at least a page a day, they would turn into active readers.

The strategy was based on the idea that reading is something really easy for any person. This idea wanted to prove Mexicans that reading should be something as easy as tearing off the pages of a calendar.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Calendar Books. Each day equals one page. So people are able to finish one book by reading one page per day during a year. We distributed 10,000 Calendar Books in our Bookstores, in low-income schools and we also sent them to opinion leaders that spread out our initiative in mass media, social media and blogs.

Explain why the creative execution was relevant to the product or service.
Developing calendars with a book printed in the back of each day-page is totally relevant for a brand that actually sells books, and it was totally relevant for the problem we had in hand: People in Mexico read less than a book per year. This idea was a way of demonstrating how easy is to read at least one book a year.

Considering that the core of Porrúa business is to get more readers, the Calendar Books became a very simple and attractive idea to connect more consumers with the brand and with the idea of reading more.

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.
This campaign was not intended to generate short term sales. Nevertheless, during the last quarter, Porrúa increased 3.3% its sales compared to the previous year. This direct action was really successful: We’ve got Mexicans to read more and we also increased the awareness about the importance of reading to the point that the National Government launched a program for promoting the habit of reading among youngsters.

Finally the most important thing for Porrúa was proving that their dream was true: Making Mexicans to read at least one book per year was possible.