Category: Best Use of Outdoor
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Vice President Of Creative: José Montalvo (Ogilvy México)
Vice President Of Creative: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Alejandro Beltrán (Ogilvy México)
Creative Director: David Zacarías (Ogilvy México)
Copy Trainee: Alejandro Ortiz (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Director: Israel Rincón (Rojo Films)
Media placement: 15 Billboards - Billboards Near To The Gandhi Bookstores - 1 Feb 2012
Insights, Strategy & the Idea
In Mexico, people only read half a book per year. This is why Gandhi Bookstores' strategy is to make people read.
Creative Execution
We set up images of bookshelves with attractive titles. Each book had a QR Code. In order to obtain the e-book, people just had to scan the code. This way people could read a book on their cell phone.
Results and Effectiveness
People in Mexico hardly come close to books. With Scanbooks the books got closer to people. And it worked.
Scanbooks was a success, over 8,000 titles were scanned in 15 days. Plus, at the end of each e-book, a discount was offered in order to buy a book on Gandhi Bookstores. Over 4,300 books were sold thanks to Scanbooks.