Kinokuniya Book Stores: The No-Promo Promotion

Credits & Description:

Corporate Name of Client: Kinokuniya Bookstore
Client Account Director: Yukihiro Kawakami
Agency Account Director: Ioanna Theofanidou
Senior Account Executive: Amina Alsaheb
Planning Director: Prabhakar Iyer
Agency: J. Walter Thompson Dubai, Dubai
Executive Creative Director: Seyoan Vela
Associate Creative Director: Youssef Gadallah
Copywriters: Mouran Boutros/Michael Boszko
Art Director: Nadia Alken
Graphic Designer: Sarah Guessoum
Head of Print Production: Jaafar Atwi
Animator: Joris Bosdriesz
Concept/Cultural Reference:
The challenge was to increase footfall and sales during the Dubai Shopping Festival, the most hectic sales-driven season at the biggest mall in the world, the Dubai Mall. And to do it on a tight budget without offering discounts. Since Kinokuniya doesn’t stand for anything beyond being a large bookstore in Dubai, we used this opportunity to start creating long term positioning for the brand and focused all our efforts in store. So we created a POS promotion for what’s really on offer at Kinokuniya, priceless books.