Gandhi Bookstores Print TWO STORIES by Ogilvy & Mather Mexico

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TWO STORIES

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Industry Book store
Media Print, Magazine & Newspaper
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Alejandro Beltran, David Zacarías
Copywriter Emanuel Aguilar, Jeremy Katz
Released March 2012

Credits & Description

Category: Best Temporary In-Store Displays 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)
Art Trainee: Alejandro Ortiz (Ogilvy México)
Copywriter: Jeremy Katz (Ogilvy NY)
Copywriter: Emanuel Aguilar (Ogilvy Mexico)
Head Art: Ivan Carrasco (Ogilvy México)
Media placement: Newspapaer - Lee mas - 1 Dec 2011
Media placement: Posters - Coffe Shops, Restaurants And Universities - 1 Dec 2011
Media placement: Posters - Instore - 1 Dec 2011
Media placement: E Mail - Data Base Gandhi Bookstores Clients - 1 Dec 2011
Media placement: Radio - Radio Am - 1 Dec 2011

Describe the objective of the promotion.
In Mexico people only read half a book per year. However, people who read are very fond of Gandhi Bookstores, this is why we made a promo thinking of them. Take 2 books and pay only for one.

Describe how the promotion developed from concept to implementation.
We made a side by side print to communicate the promo to our clients. We wrote a text with 2 different forms of punctuation. Each text told a different story. That's how we made the point: take 2 stories at the price of 1.

Explain why the method of promotion was most relevant to the product or service.
People who like to read found this piece really entertaining. For them, it was a relevant way to make a promo.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promo was limited to a certain quantity of books, which sold out 1 week before our deadline.