BOL.COM ONLINE SIGNING SESSION
| Title | BOL.COM ONLINE SIGNING SESSION |
| Brand | BOL.COM |
| Product/Service | BOOKS |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
Ddb Brussels |
|
| Danny Vissers |
DDB BRUSSELS |
Creation |
| Geert Desager |
Ddb Brussels |
Head Of Digital |
| Francis Lippens |
DDB BRUSSELS |
Account Director |
| Kaat De Brandt |
DDB BRUSSELS |
Account Manager |
| Hans Michiels |
Ddb Brussels |
Account Executive |
| Brigitte Verduyckt |
Ddb Brussels |
Tv Producer |
| Arnaud Hemroulle |
DDB BRUSSELS |
Graphic Designer |
| Dominique Poncin |
Ddb Brussels |
Head Of Strategy |
| Maarten Van Daele |
Ddb Brussels |
Strategic Planner |
| Maarten Breda |
Ddb Brussels |
Experience Architect |
| Simon De Pauw |
DDB Brussels |
Digital Production |
The Brief
The biggest Belgian book fair attracts over 150 000 people all wanting their favorite authors’ autograph.
Many traditional bookstores organize Meet & Greets with popular authors in order to attract potential customers to their stores. Online bookstore bol.com wanted to find a better alternative that makes online book sales just as personal.
Describe how the promotion developed from concept to implementation
The Dutch online bookstore Bol.com wanted to raise awareness with the Belgian public, generate traffic to the online store and stimulate book sales.
They invited seven famous Flemish writers to take place behind our webcam during the book fair. With bol.com’s online signing sessions we brought the authors literally into the homes of fans. Via online banners and social media, we called on the public to sign up for these session's. Each participant received a signed copy of the book. The sessions were streamed live through Bol.com’s website and were uploaded on YouTube.
Describe the success of the promotion with both client and consumer including some quantifiable results
- Bol.com’s brand awareness increased with 11%
- Bol.com’s brand … doubled from 21% to 42%
- Traffic to the online store increased with 26%
- Book sales increased with 14% in comparison with previous months
- Bol.com became Belgium’s most popular online store and surpassed Amazon and Fnac.
Explain why the method of promotion was most relevant to the product or service
Bol.com has no physical stores and Belgians are slow adopters. Through the online signings sessions, bol.com brought Belgium's best-selling authors into Belgian households and brought Belgian households onto the bol.com site. Bol.com introduced the traditional book buyers to online shopping and highlighted their innovative image of online retailer.