Dymocks uses personals-like ads

M&C Saatchi, the campaign's creator, uses strategic media placement in the personals section of a what's on title, HK Magazine, to sharpen the positioning while delivering a brutally simple message that speaks directly to the needs of readers of the different genres. M&C's managing director Janice Chan said the agency started with the widely-held belief that "you're never alone with a book" and "books are ideal companions". But the challenge was to find a place where there would be a concentration of people, who are alone and looking for companionship. "The personals section was an obvious choice, targeting people looking for companionship and positioning Dymocks as being a more personal experience," said Chan. The agency sealed a saturation buy of 33 small ads, with personals-like messages that ranged from the direct to the abstract, witty to cheeky come-ons. One of the ads running in the 'woman wanting men' section reads: "Why be alone tonight? Pick up a book at Dymocks, your personal store', while another more risqué version in the 'women wanting women' category states: 'I understand your special needs. For a satisfying selection of literature, head straight for Dymocks, your personal bookstore'. An ad in the arts and craft section asks: 'What put the smile on Mona Lisa's face? Unravel the secret behind the Da Vinci Code at Dymocks'. Chan said Dymocks said the personals campaign may be extended to incorporate other media. "It was a remarkable deal; the cost was four figures and included a guarantee of preferred positions."