'Dummies' is an educational book brand whose mission is to make difficult, technical subjects understandable to a general audience. It has a high awareness amongst our audience (45% of reference book buyers are aware of the Dummies brand) and a bias towards our key target group (female, 25-54, upmarket). It allowed us to engage in an educational discussion with our target in a non-threatening way in the retail environment, and it helped store staff sell wi-fi better.

We distributed 1,000,000 mini-books and received excellent feedback from Dixons and PC World store staff. We received 2,165 entries to a competition inside the book.The Dummies guide penetrated technophobes' technology armour: the number who knew what a 'wi-fi' hot spot was increased significantly after six months of the campaign.