Kinokuniya / الإمارات / 2022التجزئة والمتسوّقون · الإعلانات الخارجية · التواصل الاجتماعي
Time to Read.
Kinokuniya Dubai turned the hours people spend on social media into the number of books they could have read instead.
- العلامة التجارية
- Kinokuniya
- الوكالة
- Saatchi & Saatchi ME
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2022
التحدي
People in the UAE said lack of time was the main reason they don't read. The bookstore needed more footfall and sales.
الفكرة
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.
النتائج
- 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%.
مصدر دراسة الحالة: Contagious المصدر ↖
الجوائز
- Cannes Lions 2023Creative Commerce – E02 SOCIAL BEHAVIOUR & CULTURAL INSIGHTبرونزية
- Cresta Awards 2023Print & OOH – Large Format Billboard Posterبرونزية
- Cresta Awards 2023The Creative Effectiveness Awardبرونزية
- Cresta Awards 2023Creative Strategyبرونزية
فريق العمل
- الوكالة الإبداعية
- Saatchi & Saatchi ME
- المدير الإبداعي، Saatchi & Saatchi ME
- Alok Mohan
- المدير الفني الأول، Saatchi & Saatchi ME
- Eduardo Cesar
