Gandhi Bookstores Promo, Case study THE FIRST RADIO SPOT YOU CAN READ by Neo, Ogilvy & Mather Mexico

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THE FIRST RADIO SPOT YOU CAN READ

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Industry Book store
Media Promo & PR, Case study
Market Mexico
Agency Neo
Agency Ogilvy & Mather Mexico
Creative Director Luis Elizalde
Copywriter Raul Rivera, Rodrigo Flores, Marcela Estrada
Released April 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Agency: NEO
Date of First Appearance: Apr 1 2011
Entrant Company: OGILVY MEXICO, MEXICO
VP and Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Luis Elizalde (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
Marketing Manager: Alberto Achar (Gandhi Bookstores)
Copywriter: Raul Rivera (Ogilvy Mexico)
Copywriter: Rodrigo Flores (Ogilvy Mexico)
Copywriter: Marcela Estrada (Ogilvy México)
Planning Director: Javier Macías (Ogilvy México)
National Sales Director: Juan carlos Celayeta (MVS Radio)
Media placement: Radio - Radio Station - 9-February-2011

Insights, Strategy & the Idea
OBJECTIVES
Grow 5% in sales by attracting more people to our bookstores (specially from the competition), by defending our brand position as the most "cool" and innovative bookstore.

TARGET
People that read between 2 to 6 books a year, between the ages 15-45, medium to high socioeconomic levels. This people spend lots of time commuting (specially in Mexico City), giving us the opportunity to invite them to read.

INSIGHT
Mexican people don't read mainly because they prefer doing other activities and because they think reading books is "uncool". We thought that there are much more uncool activities like: cleaning up the bathroom, paying the bills or spending many hours a day commuting.

THE IDEA
People in Mexico City spend a lot of time in traffic (something that is really uncool!), we thought then that using radio was a natural solution. But we thought that Gandhi shouldn't do a traditional spot.

Creative Execution
THE CREATIVE SOLUTION

If we thought that Gandhi wouldn't do a traditional radio spot, we questioned ourselves what about if you could read a radio spot? Could that be possible? We found an answer to that.

By using the RDS system on car stereos, we created the first radio spot you could read.

An announcer called driver´s attention saying: "If you are stuck in traffic, look at your stereo screen"
Right after that, the audio will go mute for and right there in the screen of the stereo the following message was displayed: “This advert promotes reading, That´s why you are reading it”.
The announcer then closed the 20" spot by saying Gandhi's slogan: "Gandhi Bookstores. Keep reading".

Through the years, Gandhi has been known for "entertaining" commuters by its witty (and part of the culture) make-you-read billboards campaign. So this radio idea has strengthened our "commuters strategy".

Results and Effectiveness
Visits to the store increased 18% and sales went up 11% in that period.