Background
Independent bookstore BookXcess was on a mission to cultivate a stronger reading and writing habit amongst Malaysians. The key challenge was extremely limited resources that required minimal expenditure yet were able to generate viral-like user interest and contributions.
Aim
To create a unique reading experience for customers and connect BookXcess to story lovers and writers across the country.
Execution
The execution was three-fold, encouraging consumers to read, write and share.
Read. Customers were let know of the cause through print ads, in-store dressing, point-of-sale, buntings, store receipts and the BookXcess website, Facebook page and Twitter feed.
Write. They were directed to a simple website where they could contribute their story, which they could also choose to share on Facebook and Twitter.
Share. The most popular receipt stories of the week were published each week on receipts issued at the store.
Results
The campaign created more than 500 new authors in the first month and more than 100 new users per week.
More than 1,000 stories have been collected and this continues to grow at a pace of 100 new stories submitted weekly. More than 100,000 (and counting) receipt stories have been printed to date.
In 2011, BookXcess will publish a micro-paperback containing winning receipt stories.
The campaign was also key to Douglas Goh, then with McCann Erickson Malaysia, being awarded 2010 Professional Young Gun of the Year.
Goh is now associate group head at BBDO Proximity Singapore.
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