2015 Winners & Shortlists

The Brief

The objective was to increase footfall and sales on a low budget during the Dubai Shopping Festival. Our strategy was to use the considerable retail space of Kinokuniya to target new and existing customers with an unusual proposition unique to the brand.

Creative Execution

Kinokuniya offers one of the largest and most comprehensive book selections in the world. It's a place where you can enjoy getting lost among thousands of books. Our signs simply pointed that out in a unique way to get people to stop and think about what’s really on offer at Kinokuniya. The priceless knowledge, culture and entertainment we derive from books.

Describe the creative solution to the brief/objective.

The creative solution was the use the promotional look and language you'd expect to see on sales signs during the Dubai Shopping Festival to surprise people with an altogether different message. Signage, posters, tents, roll up banners, and other signs encouraged people to read, browse and enjoy what Kinokuniya has to offer.

Results

Kinokuniya reported a 16% increase in footfall against the non-shopping festival period and nearly double last year’s shopping festival sales.