Eurobest

Say it with books project

HAVAS MILAN, Milan / LAFELTRINELLI / 2018

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

laFeltrinelli is one of the major book publishers in Italy, with 121 bookstores. Despite being a mainstay in the Italian culture since 1949, today it's facing a new challenge.

Italians don't read enough. Last year 58% of the population never opened a book.

How can we promote laFeltrinelli book sales in Italy?

Idea

We gave people the opportunity to express their thoughts and feelings with a unique language, made with real laFeltrinelli book titles. For Christmas 2017 we presented books as the perfect gift, a unique way to communicate new and unexpected messages.

Strategy

The target of this campaign is represented not only by book lovers, but also by people who are looking for a memorable Christmas gift. Thanks to this campaign we presented books as the most precious, intimate and meaningful gift. Because, unlike all the other presents, books can literally speak for you. If you have something special to say to your father, to your mother, or to a friend, you can "Say it with books".

Outcome

3,000,000 people viewed our short film.

6,600,000 people viewed and shared messages made with books.

14,000,000 media impressions.

Our biggest achievement is that, thanks to this campaign, people who used to buy only 1 book, began to purchase 2 or 3 more.

Stores recorded +10% in sales.