Based on the premise that gift-wrapped books are easily identified by the recipients, Cinevation geared Exclusive Books to add value, while advertising agency Ogilvy came up with a concept adding 'a touch of magic' and an element of surprise. Cinevation was appointed to manage the campaign and handle logistics.
For the five weeks proceeding Christmas, visually enticing promotional stands are stationed at Exclusive Books outlets countrywide. Consumers purchasing books as Christmas gifts can include surprise treats and packaging for R30.00 extra.
The added value gifts include teddy bears and a selection of handmade chocolates and confectionary for adults, with princess tiaras or water pistols for girls and boys. "This Christmas activation campaign objective is to create exciting packaging which does not allude to the gifts as books. Complete with tissue paper and a stylish black, white or purple gift bags, the alluring packaging will add mystique to giving and receiving gifts," said Cinevation Director Karen Bailey.
Exclusive Books has traditionally favoured television for its Christmas advertising campaigns, but this year called for an unusual solution that would communicate with customers at the point of purchase. The 'Add a touch of Magic' brand activation campaign will be driven by a campaign of 30-second national radio spots.
To grab the attention of female shoppers, who tend to be the main Christmas gift shoppers, bellybands were placed around the December issues of four leading women's magazines, with a similar bellyband for the subscriber copies of Sunday Times.
"Our biggest campaign challenge was to manage the logistics of equipping each store with the stands, packaging and gifts," said Karen. "But Cinevation thrives on challenges, and for several days in November our office premises were transformed into a giant toy store with 8000 teddy bears watching over the staff and guarding the promotion stands, signage and toys, not to mention the sweets."
