BOOKMARK PROMOTION by Scholz & Friends Hamburg for Felix Jud & Co.

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BOOKMARK PROMOTION

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Scholz & Friends Hamburg
Executive Creative Director Stefan Setzkorn, Matthias Schmidt
Creative Director Suze Barrett, Dennis Lueck
Art Director Joanna Broda
Copywriter Vicky Jacob-Ebbinghaus
Illustrator Katharina Gschwendtner, Pietari Posti, Romy Bluemel, Tina Berning, Andrea Ventura, Gisela Goppel, Carmen Segovia
Released December 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: FELIX JUD & CO
Product/Service: PUBLISHER AND BOOKSTORE
Agency: SCHOLZ & FRIENDS
Date of First Appearance: Dec 19 2009 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Hamburg, GERMANY
Executive Creative Director: Matthias Schmidt (Scholz & Friends)
Executive Creative Director: Stefan Setzkorn (Scholz & Friends)
Creative Director: Suze Barrett (Scholz & Friends)
Creative Director: Dennis Lueck (Scholz & Friends)
Art Director: Joanna Broda (Scholz & Friends)
Copywriter: Vicky Jacob-Ebbinghaus (Scholz & Friends)
Illustrator: Romy Bluemel
Illustrator: Andrea Ventura
Illustrator: Katharina Gschwendtner
Illustrator: Gisela Goppel
Illustrator: Pietari Posti
Illustrator: Tina Berning
Illustrator: Carmen Segovia
Agency Producer: Eva Kannemann (Scholz & Friends)
Art Buying: Christiane Gundlach (Scholz & Friends)
Postproduction: (Metagate Gmbh)
Account Manager: Beate Jeska (Scholz & Friends)
Graphics: Katharina Uelsberg (Scholz & Friends)
Managing Director: Wilfried Weber (Felix Jud)
Media placement: Promotion - Point Of Sale (Felix Jud & Co. Publisher And Bookstore) - 19.12.2009

Describe the objective of the promotion.
The brief was to create a point-of-sale promotion for the publishing house and bookstore Felix Jud & Co. to boost sales of the classics series, “Winkler World Literature”.

Describe how the promotion developed from concept to implementation
In order to give people a glimpse into the world of the classics, four individual bookmarks were designed and illustrated for selected novels from the series. When placed inside the book together, they create a type of diorama, vividly depicting an important scene from the story. To whet the appetite even further, on the back of the bookmarks there is an intriguing quote from the book, relevant to the scene portrayed with the line “New worlds will open up to you”. The bookmarks were also given as a gift to customers to mark their favourite places in their new classic.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the promotion, sales of classics went up a remarkable 70 % and the bookmarks were so popular with the customers that a second run was printed. Due to the promotion’s remarkable success and the countless requests from customers, new bookmarks are being developed for further classics in the series.

Explain why the method of promotion was most relevant to the product or service
The four bookmarks guaranteed maximum attention right at the POS and showed prospective customers what they could expect from the story. Suddenly, these classic novels (which people often avoid because of their old fashioned covers and length) looked exciting and full of life.