How can this be done? By surprising them while reading.We used a media that’s always in front of them: NEWSPAPERS.We decided to create a promo done in a way never seen before. Unlike most promos that catch your eye by “screaming”, this one was subtly hidden inside an article along with a thought that made readers notice the benefits of reading: When you read, you find opportunities.

Throughout the time of the discount articles with the hidden promo kept being published, literature book sales went up by 47% vs. last month, making this the most effective promo in the history of Crisol. Also, there was a considerable increase in the number of visitors at Crisol Bookstores.