CNA RECONCILIATION DAY by The Jupiter Drawing Room South Africa for Cna Stores

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CNA RECONCILIATION DAY

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Industry Books, Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency The Jupiter Drawing Room South Africa
Creative Group Head Dana Cohen Cullinan
Executive Creative Director Tom Cullinan
Art Director Gwen Maluleke
Copywriter Vuyani Plata
Released December 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: CNA STORES
Product/Service: BOOKS
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Dec 16 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Copywriter: Vuyani Plata (The Jupiter Drawing Room (South Africa))
Art Director: Gwen Maluleke (The Jupiter Drawing Room (South Africa))
Creative Group Head: Dana Cohen (The Jupiter Drawing Room (South Africa))
Finished Artist: Grant Linton (The Jupiter Drawing Room (South Africa))
Executive Creative Director: Tom Cullinan (The Jupiter Drawing Room (South Africa))
Media placement: A1 Point of Sale Posters - Point Of Sale: Fourways Store - 16 December 2009
Media placement: Newspaper - Bay Watch - 16 December 2009

Describe the objective of the promotion.
To use the South African public holiday known as the Day of Reconciliation to promote CNA’s books.

Describe how the promotion developed from concept to implementation
The Day of Reconciliation takes place at a time when people are starting to wind down for the year. For many, this holiday marks the beginning of their holiday leave. It’s a time when last minute Christmas shopping takes place. It was important to bring attention to our book offering at this time, as these would make ideal holiday reading and presents.

Describe the success of the promotion with both client and consumer including some quantifiable results
Although created on a cheap budget and tactically, the campaign was very well received by the public, leading to a significant jump in book sales, particularly non-fiction, and contributing to CNA being awarded South Africa’s Favourite Book Store at the 2009 Top Retail Awards.

Explain why the method of promotion was most relevant to the product or service
To demonstrate the variety of books available from CNA, we combined the biographies of personalities least likely to be seen together. The combination encouraged fans of one biography subject to consider purchasing a book they might never have thought of, all in the name of reconciliation.