RETURN YOURSELF TO THE LIBRARY
|RETURN YOURSELF TO THE LIBRARY
|POREC CITY LIBRARY
|BOOKTIGA FESTIVAL OF USED BOOKS
|C01. Guerrilla Marketing & Stunts
STUDIO SONDA Vizinada, CROATIA
STUDIO SONDA Vizinada, CROATIA
|Martina Sirotic Pavletic
Why is this work relevant for Brand Experience & Activation ?
It manages to attract attention through few means. It uses other big posters and other items (for example menus, magazines) almost in a parasitic manner – and thus their prominence to transport its message. The graphical concept of stamped data, which is widely familiar from borrowed books, is subtle and makes people aware of the important cultural asset. At a time when we are all occupied with other contents and our duties, It reminds us not only returning books to the library is important, but also returning ourselves too!
Low Budget Campaign for the festival that promotes the importance of reading, exchanging and reselling used books, organised by the City library, from the small town of Porec. Tasks: To ensure a better attendance and improve selling/exchanging of used books & to promote reading and the library (the organizer).
Describe the creative idea
Not only returning books to the library is important, but also returning ourselves too! The due date reminder is an universal symbol of reusing books, so its aesthetic look is used for the campaign RETURN YOURSELF TO THE LIBRARY. Stylised «reminders» were designed and before the Festival they were applied on unusual places such as: Ad spaces, local coffee shops, restaurant menus, magazines in medical studios, public institutions, hairdresser's… and on all the borrowed books. In such a way, putting the reminders inside their work materials, friends, sponsors and supporters of the Festival … they all engaged in its promotion.
Describe the strategy
The strategy was to inform local people (from the town and the county) about the festival program and dates in a interesting way, without paying for regular advertising spaces, but instead by putting the poster/program on other big posters. Also to use the support of local community (artisans, entrepreneurs, doctors, chefs…) by putting the poster/program in their materials, magazines… We also took advantage of the fact that approximately 3500 people borrows books from the library monthly.
Describe the execution
12000 posters/programs were printed. 3 weeks before the Festival they were put on the back of books borrowed from the library and 2 weeks before on other big posters around the town and in local coffee shops, restaurant menus, magazines in medical studios, public institutions, hairdresser's materials… 6000 of them were distributed with leading local daily newspaper Glas Istre.
List the results
Record attendance (more than 3000 visitors)
- 1.091 used books sold
-10.910, 00 kn (1.500,00 EUR) collected for rearranging a children’s library
- support of the local community
- PR in all relevant local media (2 local TV’s, the leading local daily newspaper Glas Istre, daily La Voce Del Popolo, 3 local radio stations, local portals + in a few national media: Nacional TV HRT, National radio HRT, National weekly Nacional, national professional portals.