Staff Reporters
Nov 2, 2010

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

BANGKOK - Publishing house A Book took the act of waiting as the chance to stimulate Thai people to read.

A book's Enjoy The Wait campaign
A book's Enjoy The Wait campaign

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.

Related Articles

Just Published

16 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

16 hours ago

Ogilvy's Krishnan Menon joins RGA as SEA managing ...

Menon has stepped into the newly created position at RGA. He will continue to be based in Singapore and assume the role with immediate effect.

18 hours ago

The blurring lines between B2B and B2C marketing ...

CAMPAIGN 360: Marketers discuss how converging B2B and B2C strategies allow them to rethink and benefit from each other's insights and best practices.