Gandhi Bookstores Promo, Case study AUTHORS' STREETS by Neo, Ogilvy & Mather Mexico

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AUTHORS' STREETS

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Industry Book store
Media Promo & PR, Case study
Market Mexico
Agency Neo
Agency Ogilvy & Mather Mexico
Creative Director Abraham Quintana Garay
Art Director Jaime González Díaz De Cossío, Luis Mata
Copywriter Sergio Almazán, Marina Arzate, César Said Pérez Rubio
Account Supervisor Maria Del Pilar Troconis
Released March 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Agency: NEO
Date of First Appearance: Mar 18 2011
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/2011/gandhi/librosautor/index_eng.html
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Art Director: Luis Mata (Ogilvy México)
Art Director: Jaime González Díaz de Cossío (Ogilvy México)
Copywriter: César Said Pérez Rubio (Ogilvy México)
Copywriter: Marina Arzate (Ogilvy México)
Copywriter: Sergio Almazán (Ogilvy México)
Account Supervisor: Pilar Troconis (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
Marketing Manager: Alberto Achar (Gandhi Bookstores)
Agency Producer: Juan Pablo Osio (Ogilvy México)
Web Specialist: Aarón Sánchez (Ogilvy Mexico)
Media placement: Internet - Google Maps - 18 March 2011

Insights, Strategy & the Idea
Gandhi Bookstores have always found innovative ways to bring together books and people. And this time they used Google Maps to create Author´s Streets.

Creative Execution
In Mexico City there are certain areas where streets are named after famous writers of world literature. When someone searched for one of these streets using Google Maps, the results list showed the address searched along with an advertisement related to the writer, his most famous book and a link to the online store.

This way users could buy that book or any of the almost 100 authors used to name those streets. Advertisements for almost 100 writers were generated.

Results and Effectiveness
The results were very encouraging:

500,000 average impressions.

5,000 clicks everyday.