Cannes Lions

BIOGRAPHIES

OGILVY JOHANNESBURG, Johannesburg / EXCLUSIVE BOOKS / 2010

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Overview

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Credits

Overview

Description

With no money for a traditional campaign, the client asked us to help remind customers about the rich reads to be found in the low –traffic biography section.

Execution

With little money, we wanted to maximise our front windows and floor space and create an intriguing experience that goes to the heart of what makes biographies great – i.e. : What really goes on inside celebs’ minds. We chose 4 celebrities represented in the biography section and worked with 3 local artists to bring to life some interpretations of their inner worlds. Customers were drawn to peepholes that appear on the foreheads of our famous four, through which vivid worlds were revealed. The peep boxes were set on wheels so that they could form a travelling installation between stores.

Outcome

In the few weeks since the launch, the boxes have caused quite a stir. Reactions vary from amusement to surprise. Footfall in the biography sections has increased and in fact, some stores reported an overall increase in store traffic as a direct result of the boxes being in the window. On average, the stores where the peep boxes have appeared have enjoyed a 15% increase in sales on last year’s figures.

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