Blossoms - House Of Used Books Print RAIL TALES by DDB Mudra Group Mumbai

RAIL TALES

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Industry Book store
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Vipul Thakkar
Art Director Rahul Bhojraj, Deepak Singh Dogra
Copywriter Sameet Ali Soni
Released August 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BLOSSOM BOOK HOUSE
Product/Service: BLOSSOM BOOKS
Agency: DDB MUDRA GROUP
Chairman/Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Executive Creative Director: Vipul Thakkar (DDB Mudra Group)
Creative Director: Deepak Singh (DDB Mudra Group)
Copywriter: Sameet Ali Soni (DDB Mudra Group)
Art Director: Rahul Bhojraj (DDB Mudra Group)
Art Director: Deepak Singh (DDB Mudra Group)
Media placement: ART PULL - RAILWAY STATION - 24/12/2012

Describe the objective of the promotion.
‘Blossoms’ book store had just opened a new outlet at the Bangalore city railway station and realised that gadgets like music players and laptops were replacing books during journeys. Our challenge was to bring back the habit of reading books during long train journeys amongst older consumers. We also wanted youngsters to consider books as the best companion for any journey.

Passengers, despite knowing their seat numbers, check the reservation chart and find out whom they would be travelling with. They wanted to travel with people who would make their journey exciting and memorable. And that was our insight.

Describe how the promotion developed from concept to implementation.
Based on this insight, we created posters that looked similar to the passenger reservation chart. The only difference was that, these posters contained names of popular fictional characters in place of passenger names, with the apt message -‘Who would you like to travel with?’ We used the railway notice boards as our media vehicle and placed our posters right next to the original railway reservation chart. We projected that at least 1 out 2 people would read our reservation poster and walk into our store.

Explain why the method of promotion was most relevant to the product or service.
Passengers easily noticed and connected well with our reservation poster, as it was strategically located near the charts they are used to checking their names against. It was also the first time that the railway reservation charts were used as an advertising medium. The creative execution was relevant to the brand because it reminded passengers that books are the best companions for train journeys.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Consumers slowly began noticing the new ‘reservation chart’. The innovative idea created a buzz in the station inviting more passengers to look at the poster. The enquiries increased and consumer walk-ins to the store went up 4-fold in the first week of the campaign.