Brand | KINOKUNIYA |
Product/Service | BOOKSTORE |
Entrant | J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES |
Category | Product launch/re-launch/shopper market |
Entrant Company
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J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
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Advertising Agency
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J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
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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
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 |