BookXcess Promo, Case study RECEIPT STORIES by McCann Erickson Kuala Lumpur

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Industry Books
Media Promo & PR, Case study
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Art Director Douglas Goh
Copywriter Szu-Hung Lee, Ng Bee Nee
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BOOKXCESS
Date of First Appearance: Aug 30 2010
Entrant Company: McCANN ERICKSON MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL:
Deputy Chairman / ECD: Ean-Hwa Huang (McCann Erickson (M))
Deputy Chairman / ECD: Szu Hung Lee (McCann Erickson (M))
Art Director: Douglas Goh (McCann Erickson (M))
Copywriter: Ng Bee Nee (McCann Erickson (M))
Copywriter: Szu-Hung Lee (McCann Erickson (M))
Media placement: Print - TimeOut Kuala Lumpur Magazine - 1 September 2010
Media placement: Website - Facebook, Twitter - 30 August 2010
Media placement: Designs/Collateral - In-Store - 30 August 2010
Media placement: Point-Of-Sale - In-Store - 30 August 2010
Media placement: Store Receipts - In-Store - 30 August 2010

Insights, Strategy & the Idea
Independent bookstore BookXcess wanted to create a unique reading and writing experience for customers which would connect the store to story lovers across the country.

Headaches: Extremely limited resources, requiring minimal expenditure yet able to generate viral- like user interest and contributions.

Creative Execution
Get customers to participate in the process; via call for entry on store receipts which invited aspiring authors to contribute a really short story on the Receipt Stories website. The most popular Receipt Stories of the week were published weekly on receipts printed at the store.

Results and Effectiveness
• To date more than 100,000 Receipt Stories have been printed.
• Receipt Stories gathered more than 500 new authors in the first month, and continues to add about 100 new users per week.
• Already at more than 1000 stories, the collection continues to grow at around 100 new stories submitted weekly.
• In 2011, BookXcess will publish a micro-paperback containing winning Receipt Stories.