Kinokuniya Book Stores: BOOKENDS

Credits & Description:

Client KINOKUNIYA

Product KINOKUNIYA

Entrant JWT Dubai, UNITED ARAB EMIRATES

Type of Entry: Promo & Activation: Product/Service

Category: FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS

Title: BOOKENDS

Product/Service: KINOKUNIYA

Entrant Company : JWT Dubai, UNITED ARAB EMIRATES

Advertising Agency : JWT Dubai, UNITED ARAB EMIRATES

Name Company Position

Jwt Duabi JWT Dubai Creative

Describe the brief from the client:

To engage the public on the importance of education in helping underprivileged children escape poverty.

Describe how the promotion developed from concept to implementation:

The idea was to create unique bookends that showed how underprivileged children will inevitably end up with a life of hardship - unless education comes in the way. We illustrated designs that best reflected social issues linked to poverty before spending four months handcrafting the figurines. Once complete, the bookends were used in print, poster and online communication, then became the centerpiece of the in-store event. Here, shoppers made financial contributions with every purchase of a children's book. A copy of the same book was then placed between the bookends, setting children and symbols of poverty further and further apart.

Describe the success of the promotion with both client and consumer including some quantifiable results:

The campaign launched February, 2013. Currently, there are no meaningful results to be shared. However, client confidence and the immense response from the public led to plans in the summer to run the campaign in the Far East and North America. The bookends themselves are planned to be made available for sale to the public in the coming months.

Explain why the method of promotion was most relevant to the product or service:

By physically placing books between the bookends, shoppers felt physically involved in making a difference in the lives of under-privileged children. Seeing the two sides of the bookends grow further and further apart served as an invitation for shoppers to keep making contributions. And importantly, the event showed a side human side to Kinokuniya. One that shares the same values of its customers.