GANDHI INVENTIONS by Ogilvy & Mather Mexico for Gandhi Bookstores

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GANDHI INVENTIONS

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Industry Book store
Media Promo & PR
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Agustín Vélez
Art Director Gabriel Martínez-Démian Nájera
Copywriter David Zacarias
Released June 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: GANDHI BOOKSTORES
Product/Service: BOOKSTORES
Agency: OGILVY MEXICO
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Chief Creative Officer: Jose Montalvo (Ogilvy & Mather)
Executive Creative Officer: Miguel Angel Ruiz (Ogilvy & Mather)
Creative Director: Agustín Velez (Ogilvy & Mather)
Copywriter: David Zacarias (Ogilvy & Mather)
Art Director: Gabriel Martinez (Ogilvy & Mather)
Art Director: Demian Najera (Ogilvy & Mather)
Media placement: Product Launch - In Store-Online - 1 June 2009
Media placement: VIral VIdeo - Youtube - 1 June 2009
Media placement: TV - TV - 1 June 2009
Media placement: Poster - INSTORE - 1 June 2009

Describe the objective of the promotion.
The objective was to increase sales in June, wich is the lowest month.

Describe how the promotion developed from concept to implementation
We created promotional products related to the habit of reading. We made them useful but maintained our signature sense of humour in communication.

Describe the success of the promotion with both client and consumer including some quantifiable results
The products sold out after a month, not only did sales mantain stable, they increased by 2%.

Explain why the method of promotion was most relevant to the product or service
We needed a very attractive promotion. Attractive enough so that the objective was met in one months time.