DONATION OF BOOKS by Fischer+Fala! for DROGARAIA

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DONATION OF BOOKS

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency Fischer+Fala!
Creative Director Pedro Cappeletti, Marcelo Fedrizzi, Flávio Casarotti
Art Director Kleyton Mourao
Copywriter Rafael Merel, Pedro Guerra
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DROGARAIA/LIVRARIA CULTURA
Product/Service: PHARMACY/BOOKSTORE
Agency: FISCHER FALA
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Executive Creative Director: Flavio Casarotti (Fischer Fala)
Executive Creative Director: Pedro Cappeletti (Fischer Fala)
Creative Director: Flavio Casarotti (Fischer Fala)
Creative Director: Pedro Cappeletti (Fischer Fala)
Creative Director: Rafael Merel (Fischer Fala)
Creative Director: Marcelo Fedrizzi (Fischer Fala)
Copywriter: Rafael Merel (Fischer Fala)
Art Director: Kleyton Mourão (Fischer Fala)
Copywriter: Pedro Guerra (Fischer Fala)
Media placement: Books - Bookstore - 22/12/2009

Describe the objective of the promotion.
Encourage and increase the number of donations of books to libraries and state schools during the Christmas period.

Describe how the promotion developed from concept to implementation
The idea was to collect books as Xmas presents for students at state schools. To make a big impact you need to tell the truth. That’s why we decided to enclose postcards with real pictures of children, asking for books to be donated by the most specific target possible, people who buy books. They were surprised with the donation messages which they found.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over the 2 months before Xmas, we collected more than 200 thousand books. Moreover, the action got attention on blogs, websites and in newspapers. Donate a book at Christmas, become one of the TrendTopic at Twitter Brazil.

Explain why the method of promotion was most relevant to the product or service
The best moment to talk about donation is when a person is holding a book in their hand. Our target group felt an impact within the book store itself, as they were buying a book. This way we succeeded in considerably increasing the efficiency and result of the action.