Our idea came out of an insight into the quirky personalities of fanatical readers. Generally speaking, they revel in their private world of books and hate to be disturbed by ‘impertinent’ non-readers. We created bold and witty messages discouraging interruption that were printed onto protective dust jackets so as to be easily read by passers by. They were then given to new members as give-aways, at point-of-purchase, on signing up to the club, and to existing members with new purchases on production of their club membership card. They then cropped up all over town, causing widespread amusement and discussion.

The dust jackets were loved by Fanatics Club members, both existing and new. They appeared all over town, causing widespread smiles and discussion. New membership figures went up by 32% over the promotional gift period, and Fanatics Club activity increased. Due to the success of the jackets, we are currently developing new executions to refresh the campaign.