Direct > Strategy

ON THE ROAD

REDIFFUSION DY&R, Mumbai / MIDLAND BOOKSHOP / 2007

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

In Delhi where there are many “discount bookstores”, the strategy that has helped Midland Bookshop maintain its popularity has been simple: Be known as a bookseller who loves books. And while Midland’s discount schemes take care of the competition, it wants to increase its customer base by encouraging reading. This was done through illustrated storybooks about people who have gone on to do great things after reading books. Now in the second year, the books aimed to encourage reading amongst a wider, and far more stubborn, audience of youth and adults.

Outcome

We saw an increased purchase of not only the Jack Kerouac masterpiece, but the entire beat literature. (A total of 234 copies of On the Road were sold up to December since we launched this little Dylan book in September 2006.) Our little book has become something of a collector’s item too, with a huge demand for it amongst Dylan and Grateful Dead fans.Most of all, the book cemented Midland’s image as the only bookseller who knows and loves its books.

Solution

2006 saw the release of the new Dylan album, ‘Modern Times’. Dylan became a talking point with many news articles about him. The interest in Dylan’s music was renewed during the latter half of the year with his album receiving rave reviews. As well as sending it out to customers, schools and colleges, we decided to capitalize on a renewed interest in Dylan by distributing “On the Road” with the album as it told the story of how Dylan benefited from Jack Kerouac’s book.

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