Gandhi Bookstores: AUTHORS' STREETS

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: GANDHI BOOKSTORES

Product/Service: GANDHI BOOKSTORES

Agency: OGILVY MEXICO

Agency: NEO

Date of First Appearance: Mar 18 2011

Entrant Company: OGILVY MEXICO, MEXICO

Entry URL: http://200.52.76.195/2011/gandhi/librosautor/index_eng.html

Vice President/Creative Services Director: José Montalvo (Ogilvy México)

General Creative Director: Miguel Angel Ruiz (Ogilvy México)

Creative Director: Abraham Quintana (Ogilvy México)

Art Director: Luis Mata (Ogilvy México)

Art Director: Jaime González Díaz de Cossío (Ogilvy México)

Copywriter: César Said Pérez Rubio (Ogilvy México)

Copywriter: Marina Arzate (Ogilvy México)

Copywriter: Sergio Almazán (Ogilvy México)

Account Supervisor: Pilar Troconis (Ogilvy México)

Account Director: Paola Mayoral (Ogilvy México)

Marketing Manager: Alberto Achar (Gandhi Bookstores)

Agency Producer: Juan Pablo Osio (Ogilvy México)

Web Specialist: Aarón Sánchez (Ogilvy Mexico)

Media placement: Internet - Google Maps - 18 March 2011



Insights, Strategy & the Idea

Gandhi Bookstores have always found innovative ways to bring together books and people. And this time they used Google Maps to create Author´s Streets.



Creative Execution

In Mexico City there are certain areas where streets are named after famous writers of world literature. When someone searched for one of these streets using Google Maps, the results list showed the address searched along with an advertisement related to the writer, his most famous book and a link to the online store.



This way users could buy that book or any of the almost 100 authors used to name those streets. Advertisements for almost 100 writers were generated.



Results and Effectiveness

The results were very encouraging:



500,000 average impressions.



5,000 clicks everyday.