Taking Bookworld into the real world
Award Category
Clothing/Cosmetics & Retail Winner
Agency
Ikon Communications
Client
Bookworld
Objectives
Bookworld had recently relaunched from Borders as a new online retailer in the Australian book industry. After only 18 months of operation it required a brand awareness campaign to cut through the highly competitive Christmas period and increase sales by 25%, compared with 2012. Ikon Communications had to cement Bookworld’s positioning as uniquely Australian and also demonstrate its key selling points to the market.
Campaign
Ikon took Bookworld into the real world in a way that got book lovers talking. To tap into the feeling people have about small bookstores, the agency created a media first that transformed bus shelters into bookshelves. Across Sydney and Melbourne bus shelters were filled with real books, with the spines arranged in the shapes of Christmas trees. Bookworld gave away nearly 6500 books with a 20% off redemption offer and created video content of the activations. Ikon organised for Bookworld promotional teams to give away books, offering a 10% discount and a chance to win on their Facebook page. This activity was supported by a small out-of-home format surrounding commuter routes in major cities. The agency ran print creative in magazines such as Women’s Weekly and Good Weekend to emphasise Bookworld’s attractive price and delivery offerings in an Australian vernacular. In conjunction with Women’s Weekly, a literary lunch was held featuring guest novelist Matthew Reilly. Ikon built digital profiles of Bookworld’s audience and targetted non-converting visitors, optimising performance display and using creative tactics such as in-banner catalogues.
Results
Sales increased 44% on the 2012 results and Bookworld saw its first million-dollar week. The campaign resulted in a 54% increase in brand traffic, a 52% increase in marketing email sign-ups, a 200% increase in monthly average account signups, generated 113,000 social media interactions and a record number of new Facebook likes. It also received more than 150,000 views of the bus stop bookshelf video on YouTube.
Judges Comments
Taking the virtual to the physical was a great idea and born out of a nice insight. Well done to the clients for taking a leap of faith. Their bravery should be commended.
