Kinokuniya Book Stores Outdoor, Design & Branding, Case study BOOKS ARE PRICELESS by J. Walter Thompson Dubai

BOOKS ARE PRICELESS

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Industry Book store
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market United Arab Emirates
Agency J. Walter Thompson Dubai
Released February 2015

Awards

Dubai Lynx, 2015
Design POINT OF SALE Silver
Outdoor OUTDOOR: AMBIENT: NON-STANDARD IN-STORE AND INDOOR ADVERTISING Bronze

Credits & Description

CLIENT KINOKUNIYA
PRODUCT BOOKSTORE
ENTRANT J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DESIGN
CATEGORY POINT OF SALE
TITLE BOOKS ARE PRICELESS
PRODUCT/SERVICE BOOKSTORE
ENTRANT COMPANY : J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
YOUSSEF GADALLAH JWT DUBAI ASSOCIATE CREATIVE DIRECTOR
MOURAN BOUTROS JWT DUBAI COPYWRITER
PRABHAKAR IYER JWT DUBAI CO/HEAD OF STRATEGIC PLANNING
SEYOAN VELA JWT DUBAI EXECUTIVE CREATIVE DIRECTOR
SARAH GUESSOUM JWT DUBAI GRAPHIC DESIGNER
PALLAVI ADHIKARI JWT DUBAI ASSOCIATE CREATIVE DIRECTOR
MICHAEL BOSZKO JWT DUBAI JUNIOR COPYWRITER
VANA THEOFANIDOU JWT DUBAI SENIOR ACCOUNT MANAGER
AMINA ALSAHEB JWT DUBAI SENIOR ACCOUNT EXECUTIVE
JAAFAR ATWI JWT DUBAI HEAD OF PRINT PRODUCTION
Brief Explanation:
The key challenge was to stand out during the most hectic, sales driven festival in the biggest mall in the world and increase sales without offering discounts.
Describe the brief from the client:
The client wanted to increase footfall and sales during the Dubai Shopping Festival.
Description of how you arrived at the final design:
We followed the same visual feel and typography you’d normally see on sales signs to surprise people with the messages. Each execution was designed based on its placement in the bookstore, from the window display to the bookshelves.
Indication of how successful the outcome was in the market:
Kinokuniya reported a 16% increase in footfall against the non-shopping festival period and almost doubled last year’s shopping festival sales.
Kinokuniya is known for the immense size of its bookstores. They allow read and linger in their stores, much like public libraries. This reflects their brand idea and values, where their bookstores are seen as 'gardens for the mind.'