Title	SAY IT WITH BOOKS PROJECT
Brand	LAFELTRINELLI
Product/Service	LAFELTRINELLI
Category	A06. Retail
Entrant	HAVAS MILAN, ITALY
Idea Creation	HAVAS MILAN, ITALY

Name	Company	Position
Giovanni Porro	Havas Milan	CCO
Luigi Fattore	Havas Milan	Creative Director
Massimo Filimberti	Havas Milan	Senior Art Director
Alberto Mora	Havas Milan	Senior Copywriter
Fabrizio Piccolini	Havas Milan	Digital Creative Director
Stefano Zanoni	Havas Milan	Digital Creative Director
Manfredi Calabrò	Havas Milan	Client Services Director
Andrea Cesana	Havas Milan	Account
Marta Kluzer	Havas Milan	Account
Federica Pescetto	Havas Milan	Account
Sara Poltronieri	Havas Milan	Producer
Hyperactive Studio	Hyperactive Studio	Production agency
Paolo Genovese	Akita Film	Film Director
Akita Film	Akita Film	Production agency
Exchanges	Exchanges	Video Post Production agency
Quiet, Please!	Quiet, Please!	Music licensing & editing
The Log	The Log	Audio Post Production agency

Why is this work relevant for Brand Experience & Activation ?

"Say it with books" is a campaign that transformed laFeltrinelli's products (books) in a relational tool, in a language ready to be used by everyone to express their thoughts and feelings. "Say it with books" is an invitation that the brand communicated to its clients during Christmas time. With this project we presented book as the perfect gift. Our biggest achievement is that we engaged laFeltrinelli's customers and changed their behavior: we promoted the purchase of multiple books at the same time, increasing the sales in bookshops.

Background

laFeltrinelli is one of the major book publishers in Italy, with 121 bookstores. Despite being a mainstay in the Italian culture since 1949, today it's facing a new challenge. Italians don't read enough. Last year 58% of the population never opened a book. How can we promote laFeltrinelli book sales in Italy?

Describe the creative idea

We gave people the opportunity to express their thoughts and feelings with a unique language, made with real laFeltrinelli book titles. For Christmas 2017 we presented books as the perfect gift, a unique way to communicate new and unexpected messages.

Describe the strategy

The target of this campaign is represented not only by book lovers, but also by people who are looking for a memorable Christmas gift. Thanks to this campaign we presented books as the most precious, intimate and meaningful gift. Because, unlike all the other presents, books can literally speak for you. If you have something special to say to your father, to your mother, or to a friend, you can "Say it with books".

Describe the execution

laFeltrinelli invited its customers and fans to "Say it with books", with a dedicated language. The brand started to use its book titles, stacking one over the other, to create new messages: wishes, thoughts, feelings. With this language we created our campaign: a 4 minute film directed by Paolo Genovese about a declaration of love made with books, a launch event with the Italian Minister of Culture and Tourism, out of home displays and dedicated posts on Facebook, Instagram, YouTube, Twitter. On social networks people spontaneously began to share their messages made with books. In bookstores customers could find ready-to-buy messages, composed with multiple books by the booksellers.

List the results

3,000,000 people viewed our short film. 6,600,000 people viewed and shared messages made with books. 14,000,000 media impressions. Our biggest achievement is that, thanks to this campaign, people who used to buy only 1 book, began to purchase 2 or 3 more. Stores recorded +10% in sales.