PEEPHOLES by Ogilvy Johannesburg for Exclusive Books

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PEEPHOLES

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Industry Books
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Fran Luckin
Creative Director Bridget Johnson
Art Director Ian Broekhuizen, Mike Martin
Copywriter David Krueger, Alison Hingle
Photographer Pierre Peters
Released March 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: EXCLUSIVE BOOKS
Product/Service: BOOKS
Agency: OGILVY JOHANNESBURG
Date of First Appearance: Mar 11 2010 12:00AM
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Fran Luckin (Ogilvy)
Creative Director: Mike Martin (Ogilvy)
Creative Director: Bridget Johnson (Ogilvy)
Art Director: Mike Martin (Ogilvy)
Art Director: Ian Broekhuizen (Ogilvy)
Copywriter: Alison Hingle (Ogilvy)
Copywriter: David Krueger (Ogilvy)
Account Manager: Caree Ferrari (Ogilvy)
Production: Shirley Wagner (Ogilvy)
Art Buyer: Maree Hofmeyer (Ogilvy)
Chief Executive Officer: Fred Withers (Exclusive Books)
Production Designer: Greg Pentopolous (Oaktree Studios)
Artist: Flip Hutton
Artist: Jo Del
Artists: London Models
Photographer: Pierre Peters
Media placement: In Store 3d Boxes - In Store - March 2010

Describe the objective of the promotion.
With no money for a traditional campaign, client asked us to help remind customers about the rich reads to be found in the low-traffic biography section.

Describe how the promotion developed from concept to implementation
With little money, we wanted to maximise our front windows and floor space and create an intriguing experience that goes to the heart of what makes biographies great – ie. What really goes on inside celebs’ minds. We chose 4 celebrities represented in the biography section and worked with 3 local artists to bring to life some interpretations of their inner worlds. Customers were drawn to peepholes that appear on the foreheads of our famous four, through which vivid worlds were revealed. The peep boxes were set on wheels so that they could form a travelling installation between stores.

Describe the success of the promotion with both client and consumer including some quantifiable results
In the few weeks since launch, the boxes have caused quite a stir. Reactions vary from amusement to surprise. Foot fall in biography sections has increased and in fact, some stores reported an overall increase in store traffic as a direct result of the boxes being in the window. On average, the stores where the peep boxes have appeared to have enjoyed a 17% - 19% increase in sales on last year’s figures.

Explain why the method of promotion was most relevant to the product or service
Creating a stir for a genre as apposed to creating a demand for a specific book needed to be achieved in store in order to invite customers to browse the section immediately. This promotion was created to increase awareness of the biography category in a surprising and cost-effective way for people already in and around the bookstore environment. It created the same experience for the public that the biographies offer…peeking into someone’s mind, and in that way highlighting the fascinating insights (and reads) that biographies have to offer. ________________________________________