2015 Winners & Shortlists

BOOKS ARE PRICELESS

BrandKINOKUNIYA
Product/ServiceBOOKSTORE
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryProduct launch/re-launch/shopper market
Entrant Company J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Advertising Agency J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES

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 a proposition unique to the brand.

Describe how the promotion developed from concept to implementation

The creative solution was use promotional language and visuals to surprise guests with the idea that Kinokuniya has a lot to offer. Signage and posters replicated sales signs our audience are bombarded with throughout Dubai Mall during the most sales driven quarter of the year. The idea was to entice window shoppers to walk in and potential customers to explore the store and buy books.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Kinokuniya offers one of the largest and most comprehensive book selections in the world. It's a place where you can get lost in fiction, nonfiction and merchandize based on fiction. 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.

Credits

Name Company Role
Youssef Gadallah JWT Dubai Associate Creative Director
Mouran Boutros JWT Dubai Copywriter
Sarah Guessoum JWT Dubai Graphic Designer
Seyoan Vela JWT Dubai Chief Executive Officer
Pallavi Adhikari JWT Dubai Associate Creative Director
Michael Boszko JWT Dubai Junior Copywriter
Prabhakar Iyer JWT Dubai Co/Head Of Strategic Planning
Vana Theofanidou JWT Dubai Senior Account Manager
Amina Alsaheb JWT Dubai Senior Account Executive
Jaafar Atwi JWT Dubai Head Of Print Production