| One Show 2011 | ||
|---|---|---|
| One Show | Integrated Branding / Integrated Branding Campaign | Merit |
| One Show | Experiential Advertising / Single | Merit |
Category: Titanium and Integrated
Advertiser: BOOKXCESS
Product/Service: BOOKS & PUBLICATIONS
Agency: McCANN ERICKSON MALAYSIA
Date of First Appearance: Aug 30 2010
Entry URL: http://www.receiptstories.my/
Deputy Chairman/Executive Creative Director: Ean-Hwa Huang (McCann Erickson (Malaysia))
Deputy Chairman/Executive Creative Director/Copywriter: Szu-Hung Lee (McCann Erickson (Malaysia))
Art Director: Douglas Goh (McCann Erickson (Malaysia))
Copywriter: Ng Bee Nee (McCann Erickson (Malaysia))
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
Describe the campaign/entry
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.
Describe how the campaign/entry was launched across each channel in the order of implementation
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.
Give some idea of how successful this campaign/entry was with both client and consumer
• 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 1,000 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.