The concept: The joy of constructing something entirely on one's own is the essence of DIY. And it was expressed/implemented in do-it-yourself shelves.

Even as the 'bookshelves' were being set up, a crowd gathered to see it. It generated excitement and interest and smiles. Comments like 'How clever!', and from the more skeptical, 'Is it really that easy to DIY?' were heard coming from curious onlookers. The promotion was considered a success as sales of DIY books did show an increase.