Gaudeamus Promo, Case study THE MINI BILLBOARD BOOK JACKET by Graffiti BBDO Bucharest

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Industry Books, Book store
Media Promo & PR, Case study
Market Romania
Agency Graffiti BBDO Bucharest
Creative Director Mihai Gongu
Art Director Cosmin Simionescu
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: GAUDEAMUS
Date of First Appearance: Oct 15 2010
Entrant Company: GRAFFITI BBDO, Bucharest, ROMANIA
Creative Director: Mihai Gongu (Graffiti BBDO)
Copwriter: Alex Strimbeanu (Graffiti BBDO)
Art Director: Cosmin Simionescu (Graffiti BBDO)
Account Director: Sorin Psata (Graffiti BBDO)
Traffic Manager: Mihaela Olteanu (100 to 499)
Media placement: Books - Subways, bus stations, parks - 15 October 2010

Insights, Strategy & the Idea
Gaudeamus International Book Fair asked for an idea that would attract new visitors to the Fair, besides the loyal crowd that drops by each year.

Either in subways, buses or parks, people always peek at what other people are reading.

Creative Execution
We've created special envelopes that could be turned into book jackets and asked our loyal attendees in a letter, to use them for their private books that they usually read outside and become advocates of reading.
The book jackets acted as mini billboards for the Fair on public transport. The two adjacent covers carried out the message:
“What’s the last book you haven’t read?
Come to Gaudeamus International Book Fair 18 -22 November”.

Results and Effectiveness
The idea accomplished a twofold objective: announcing the event to book lovers via the mailing and delivering a simple and inexpensive outdoor piece. More than 50,000 people attended the Fair.
On-spot research showed that 1 in 5 were first time visitors.