Category: Best Use of Ambient Media: Large Scale
Advertiser: GANDHI BOOKSTORES
Product/Service: GANDHI BOOKSTORES
Agency: OGILVY MEXICO
Vice President of Creative: José Montalvo (Ogilvy México)
Vice President of Creative: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Manuel Vega (Ogilvy México)
Copywriter: Marina Arzate (Ogilvy México)
Copywriter: Eduardo Vidals (Ogilvy México)
Art Director: Juan Carlos Necoechea (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Media placement: Electronic Billboard - Plaza Santo Domingo - 19 April 2012
Insights, Strategy & the Idea
As part of a business objective of increasing sales by 15%, market share by 10% and share of voice by 10%, in 2012 Gandhi Bookstores made several efforts between 2011 and 2012. The target has a close relationship with the brand and the "nobody reads" insight has been relevant for more than 15 years. The unique insight is "nobody has written anything about me", so by making the consumers book characters, reading becomes even more interesting.
Creative Execution
The creative solution was to put reading (literally) on people's way on an "alive" billboard that was narrating as a chronicle, the everyday life of one of the most traditional squares in Mexico City: Plaza Santo Domingo. This place, since XIX century, has been the writer's square where people go to dictate letters and other documents to public writers. Only this time, they became the characters, narrated by renowned authors. There's no other place as famous as Plaza Santo Domingo for writing in Mexico.
Results and Effectiveness
The share of voice increased by 12% as a result of these several communication efforts. Also the brand got free publicity of a $100,000 worth and made people get closer to reading. Plaza Santo Domingo is one of the busiest squares in Mexico City having a 4000 pedestrians passing by on average everyday.