Advertiser: SUR BOOKSTORE (LIBRERÍA SUR)
Agency: JWT LIMA
Category: Travel, Entertainment & Leisure
Advertising campaign: REALBOOK
Producer: Elena Monteverde (JWT Lima)
Copywriter: Juan Pablo Peschiera (JWT Lima)
Executive Creative Director: Fernando Iyo (JWT Lima)
Executive Creative Director: Javier Graña (JWT Lima)
Chief Editor: Jerónimo Pimentel (JWT Lima)
Art Director: Rudy Camones (JWT Lima)
Production Director: Mónica Torres (JWT Lima)
Junior Copywriter: Juan Barreto (JWT Lima)
Editor: Luis Alfaro (JWT Lima)
Strategy
The incidence of book readers in Perú is one of the lowest in Latin America. Sur Bookstore wanted peruvians to read more so decided to offer a 20% discount on their books.
Execution
The agency decided to make people, who spend most of their time online, read real books. How did we do this? We contacted different celebrities to post paragraphs of books dear to them as their own status so it would pose as something that happened to them, making people feel intrigued so they would click on the “read more” button. When they did, a message appeared: “Real books are more exciting than Facebook. You just read an excerpt of the novel XXX by the autor XXX. If you want to read more, you can find it with a 20% discount at Sur Bookstore. “
Effectiveness
Sur Bookstore’s audience increased dramatically, and so did their sales.The idea went viral and peruvians helped the cause by reposting the celebrity’s “fake” statuses. Now more peruvians, read more real books.