2007 is Exclusive Books Fanatics 10th anniversary, the perfect opportunity to celebrate and amplify the brand.

This campaign, aimed at book lovers, is a fresh, new take on the brand’s core message, namely that Fanatics is a club for people who simply love to read.In a nutshell, the commercials show avid readers weaving ‘literary speak’ (ie. thestyle in which books are written) into, and out of, their everyday conversations and situations.

To give a celebratory, big-brand feel that would attract people’s attention, we came up with a low-budget cinema campaign. In South Africa, cinema-goers love to browse in Exclusive Books stores before and after the movie, so it was a great place to attract the right kind of target market.

The commercials show avid readers weaving ‘literary speak’ (the style in which books are written) into, and out of, their everyday conversations and situations - a fresh, new take on the brand’s core message, ie. Fanatics is a club for people who love to read.

Over the three month period (between April and June 2007), Exclusive Books were thrilled to sign up a grand-total of 21 956 new Fanatics members, raising their total membership to 542 259. In a country where the majority of the population is illiterate, and therefore the book-reading community is extremely niche, this was a particularly pleasing result.