THE BILLBOOK by Ogilvy & Mather Mexico for Gandhi Bookstores

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THE BILLBOOK

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Industry Book store
Media Print, Magazine & Newspaper
Market Mexico
Agency Ogilvy & Mather Mexico
Director Jose Manuel Cravioto
Creative Director Manuel Vega
Art Director Juan Carlos Necoechea
Copywriter Eduardo Vidals, Marina Arzate
Released March 2012

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Manuel Vega (Ogilvy México)
Copywriter: Marina Arzate (Ogilvy México)
Copywriter: Eduardo Vidals (Ogilvy México)
Art Director: Juan Carlos Necoechea (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Director: Jose Manuel Cravioto (Central Films)
Media placement: Electronic Billboard - Plaza Santo Domingo - 13 april 2012

Describe the objective of the promotion.
To make people feel closer to reading.

Describe how the promotion developed from concept to implementation.
The creative solution was to put reading (literally) on people's way on a 'live' billboard that was narrating as a chronicle the everyday life of one of the most traditional squares in Mexico City: Plaza Santo Domingo. This place, since the XIX century, has been the writer's square where people go to dictate letters and other documents to public writers. Only this time, they became the characters, narrated by renowned authors. There's no other place as famous as Plaza Santo Domingo for writing in Mexico.

Explain why the method of promotion was most relevant to the product or service.
Addressed people who are not interested in reading unless it´s about them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The share of voice increased by 12% as a result of these several communication efforts. Also the brand got free publicity worth $100,000 and made people get closer to reading. Plaza Santo Domingo is one of the busiest squares in Mexico City having 4,000 pedestrians passing by on average every day.