Gandhi Bookstores Print WORD COUNTER by Ogilvy & Mather Mexico

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Industry Book store
Media Print, Magazine & Newspaper
Market Mexico
Agency Ogilvy & Mather Mexico
Director Dalai Vado
Associate Creative Director Juan Carlos Espitia, Alfonso Diaz, Juan Carlos Palma, Luis Mata
Creative Director Abraham Quintana Garay
Art Director Jaime González Díaz De Cossío
Copywriter Emanuel Aguilar, César Said Pérez Rubio
Released March 2012

Credits & Description

Category: Retail (Incl. Restaurants)
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Associate Creative Director: Luis Mata (Ogilvy México)
Associate Creative Director: Carlos Díaz (Ogilvy México)
Art Director: Jaime González Díaz de Cossío (Ogilvy México)
Copywriter: César Said Pérez Rubio (Ogilvy México)
Copywriter: Emanuel Aguilar (Ogilvy México)
Art Assistant: Adriana Galicia (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Director: Dalai Vado (Terciopelo Films)
Media placement: Activation - Movie Theaters - 18 march 2012

Describe the objective of the promotion.
In Mexico, the reading average is half a book a year. For this reason, Gandhi Bookstores has always aimed to create attractive ways to promote reading, to make people read more.

If Mexicans don’t read very much, what do they do in their spare time? Gandhi Bookstores found out Mexico ranks 4th worldwide in movie attendance. It was also discovered that 95% of movies shown are subtitled. That is, people read, but they read subtitles.

Something must be done about this matter.

Describe how the promotion developed from concept to implementation.
In many Mexico City movie theatres, an electronic counter was placed to number the movie subtitles. From each word, the counter added up the projection subtitles.

The counter was turned on for a few seconds at the beginning of the movie, turned off during projection, and just a few seconds before the movie had finished, it was turned on again to show the total count.

Total count showed thousands of words: the equivalent to have read a short story or a short novel.
After the count was shown, audience read in the counter an offer. If they showed their movie ticket, they got a 20% discount on the title previously mentioned and on other titles.

Explain why the method of promotion was most relevant to the product or service.
The use of movie theatre screens was a unique wise move: in a country where people read approximately a half a book a year, but ranks 4th worldwide in movie attendance; in a country where movies are subtitled, it was a very relevant fact. Gandhi Bookstores was where the potential readers were. Audience let itself to be captivated, and learned that they can read more than they think they can.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Gandhi Bookstores showed Mexicans read more than they think they do. This fact encouraged people to get over the fear of reading a book. Next time taking a book and reading it will be easier for thousands of people that were shocked in movie theatres. Almost 15% of the audience showed their movie ticket to obtain a book discount.