Gandhi Bookstores Print SCANBOOKS by Ogilvy & Mather Mexico

SCANBOOKS

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Industry Book store
Media Print, Magazine & Newspaper
Market Mexico
Agency Ogilvy & Mather Mexico
Director Israel Rincón
Creative Director Alejandro Beltran, David Zacarías
Released March 2012

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Alejandro Beltrán (Ogilvy México)
Creative Director: David Zacarías (Ogilvy México)
Copy Trainee: Alejandro Ortiz (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Director: Israel Rincón (Rojo Films)
Media placement: 15 Billboards - Billboards Near To The Gandhi Bookstores - 1 Feb 2012

Describe the objective of the promotion.
Being loyal to Gandhi Bookstores' strategy, the main objective was to make people read and as a secondary objective, it was to avoid the sales fall that Gandhi Bookstores have in the month of February.

Describe how the promotion developed from concept to implementation.
Gandhi Bookstores created Scanbooks.

We set up images of bookshelves with attractive titles. Each book had a QR Code. In order to obtain the e-book, people just had to scan the code. This way people could read a book on their cell phone.

At the end of reading the e-book we offered a discount to buy a book on Gandhi Bookstores.

Explain why the method of promotion was most relevant to the product or service.
It was relevant because we made people read. People in Mexico hardly come close to books. With Scanbooks the books got closer to people. And it worked.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Scanbooks was a success, over 8,000 titles were scanned in 15 days. Plus, at the end of each e-book, a discount was offered in order to buy a book on Gandhi Bookstores. Over 4,300 books were sold thanks to Scanbooks.