| Title | MESSAGE ALERT BOOKMARK |
| Brand | BOOKXCESS BOOKSTORE |
| Product / Service | BOOKXCESS BOOKSTORE |
| Category | B04. Consumer Services |
| Entrant | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Entrant Company | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Advertising Agency | DENTSU UTAMA Kuala Lumpur, MALAYSIA |
| Production Company | FLIER FILM PRODUCTION Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Ted Lim | Dentsu Asia | Chief Creative Officer |
| Chow Kok Keong | Dentsu Utama | Creative Director |
| Loo Kok Seng | Dentsu Utama | Art Director |
| Chow Kok Keong | Dentsu Utama | Art Director |
| Charmaine Sankar | Dentsu Utama | Copywriter |
| Ted Lim | Dentsu Asia | Copywriter |
| Din Tan | Dentsu Utama | Digital Programmer |
| Jam Long | Dentsu Utama | Digital Programmer |
| Stephanie Lai | Dentsu Utama | Studio Manager |
| Wong Fok Loy | Dentsu Utama | Agency Producer |
| Ooi Beng Kiat | Dentsu Utama | Production Manager |
| Hideo Katakura | Dentsu Utama | Vice President |
| Omar Shaari | Dentsu Utama | Chief Executive Officer |
| Lim Sue Anne | Dentsu Utama | Account Director |
| Chan Kok Leong | Flier Film Production | Executive Producer |
| Chow Kok Keong | Dentsu Utama | Film Director |
| Boon Liew | Beetle Post | Post Production |
| Real Time Audio House | Real Time Audio House | Audio |
A recent survey showed Malaysians were not reading enough. Even when they did pick up a book, they stopped after only a few pages. Due to this lack of interest, book sales also reached an all-time low. BookXcess bookstore’s objective: to get errant Malaysian readers to read more and eventually, to generate more sales.
The Bookmark reached the customer directly via text message and therefore was immediately effective in prompting them into reading again.
Message Alert Bookmark was introduced to prompt customers to continue reading. How it works: an Arduino Micro Board was programmed into a motion sensor, with a sim card attached to it. The motion sensor and the sim card were inserted into a bookmark. Once the customer purchased a book, his name and mobile number were keyed in and the special bookmark handed to him. Should the book be left untouched for 7 days, the motion sensor will be activated. A personalised reminder message is then sent to the customer via the sim card, to remind him to continue reading.
Malaysians were buying and reading more books. There was much hype created via social media and also heavy print and PR coverage on the interactive Bookmark. BookXcess Bookstore recorded an all-time sales increase of 25%, generated in 3 months.