Kinokuniya / UAE / 2022Retail & Shopper · OOH · Social
Time to Read.
Kinokuniya Dubai turned the hours people spend on social media into the number of books they could have read instead.
- Brand
- Kinokuniya
- Agency
- Saatchi & Saatchi ME
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
People in the UAE said lack of time was the main reason they don't read. The bookstore needed more footfall and sales.
The idea
Saatchi & Saatchi ME surveyed customers' weekly social media time and converted it per platform into books per year, shown in stacks of real books in store and around Dubai. Targeted ads ran on the same social platforms, discounts rewarded visits in the 6pm–10pm scrolling peak, and print and outdoor ads showed famous readers with QR codes to their recommended titles.
Results
- According to the case study as reported by Contagious, footfall rose 16% against a 4% target.
- The case study reports sales volume up 28% year on year against a 12% target, and reach and engagement up 50%.
Case study source: Contagious Source ↗
Awards
- Cannes Lions 2023Creative Commerce – E02 SOCIAL BEHAVIOUR & CULTURAL INSIGHTBronze
- Cresta Awards 2023Print & OOH – Large Format Billboard PosterBronze
- Cresta Awards 2023The Creative Effectiveness AwardBronze
- Cresta Awards 2023Creative StrategyBronze
Credits
- Creative agency
- Saatchi & Saatchi ME
- Creative Director, Saatchi & Saatchi ME
- Alok Mohan
- Senior Art Director, Saatchi & Saatchi ME
- Eduardo Cesar
