BookXcess: RECEIPT STORIES

Credits & Description:

Category: Best Consumer Engagement

Advertiser: BOOKXCESS

Product/Service: BOOKS & PUBLICATIONS

Agency: McCANN ERICKSON MALAYSIA

Date of First Appearance: Aug 30 2010

Entrant Company: McCANN ERICKSON MALAYSIA, Petaling Jaya, MALAYSIA

Entry URL: http://www.receiptstories.my/

Deputy Chairman / ECD: Ean-Hwa Huang (McCann Erickson (M))

Deputy Chairman / ECD: Szu Hung Lee (McCann Erickson (M))

Art Director: Douglas Goh (McCann Erickson (M))

Copywriter: Ng Bee Nee (McCann Erickson (M))

Copywriter: Szu-Hung Lee (McCann Erickson (M))

Media placement: Print - TimeOut Kuala Lumpur Magazine - 1 September 2010

Media placement: Website - Facebook, Twitter - 30 August 2010

Media placement: Designs/Collateral - In-Store - 30 August 2010

Media placement: Point-Of-Sale - In-Store - 30 August 2010

Media placement: Store Receipts - In-Store - 30 August 2010



Insights, Strategy & the Idea

Independent bookstore BookXcess wanted to create a unique reading and writing experience for customers which would connect the store to story lovers across the country.



Headaches: Extremely limited resources, requiring minimal expenditure yet able to generate viral- like user interest and contributions.



Creative Execution

Get customers to participate in the process; via call for entry on store receipts which invited aspiring authors to contribute a really short story on the Receipt Stories website. The most popular Receipt Stories of the week were published weekly on receipts printed at the store.



Results and Effectiveness

• To date more than 100,000 Receipt Stories have been printed.

• Receipt Stories gathered more than 500 new authors in the first month, and continues to add about 100 new users per week.

• Already at more than 1000 stories, the collection continues to grow at around 100 new stories submitted weekly.

• In 2011, BookXcess will publish a micro-paperback containing winning Receipt Stories.