CASE STUDY: Publisher 'A Book' encourages Thais to read when waiting

Background:

A Book engaged BBDO Bangkok to promote reading and buying books. A novel approach to selling books, it saw waiting as a chance to stimulate Thai's to read.

Execution:

The idea was to 'Enjoy the wait' which offered Thais the chance to read more. Short stories were delivered in various mediums such as a dispenser, a mobile phone or even placemats, making any 'wait' an opportunity to read.

A Book queue up tickets offered a short synopsis of new books for people to read while they were waiting. By sending the mobile numbers of those who were waiting to 4986, A Book will send them an SMS short story. Even placemats with open book design, stickers and computer widgets consisted of short stories to read while 'enjoying the wait'.

Result:

Since the launch of campaign, the publisher has seen a rise in sales by 25 per cent in just two months' time including a new target group of those who never enjoyed reading before.