Title | INSTALLATION SHELF |
Brand | KINOKUNIYA BOOK STORES |
Product / Service | D.I.Y. SECTION |
Category | A07. Point of Sale |
Entrant | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company: | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
Design/Advertising Agency: | LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA |
Credits |
Name | Company | Position |
---|---|---|
Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Creative Group Head |
Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Copywriter |
Tan Yew Leong | Leo Burnett Advertising/ARC Worldwide Malaysia | Creative Director |
Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Art Director |
Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Designer |
Khairul Anuar | Leo Burnett Advertising/ARC Worldwide Malaysia | Designer |
Zaidi Awang | Leo Burnett Advertising/ARC Worldwide Malaysia | Typographer |
Khairul Anuar | Leo Burnett Advertising/ARC Worldwide Malaysia | Typographer |
Steve Koh | Studio ROM | Photographer |
Kinokuniya's window frontage faces a very busy escalator, and getting the attention of customers who are hurrying up and down the escalator is difficult. Malaysians are generally not avid readers either. Moreover, DIY books are not exactly 'hot gossip' or 'talk of the town'. The key objective is to drive more traffic into Kinokuniya and make the public aware of their DIY section.
To promote the books of the DIY section of Kinokuniya Bookstores.
A window display with words 'I did it on my own' composed in the form of bookshelves; plus posters depicting DIY grillwork and carpentry as part of the campaign. This playful rendition illustrates how easy things are with Kinokuniya's DIY books.
Even as the 'bookshelves' were being set up, a crowd gathered to see it. It generated excitement and interest and smiles. Comments like 'How clever!', and from the more skeptical, 'Is it really that easy to DIY?' were heard coming from curious onlookers. The promotion was considered a success as sales of DIY books did show an increase.