Ex Libris makes bookshelves from poster sites

Ex Libris is gifting Switzerland with 12,000 books. The special feature: The books are available at billboard locations. Specially made bookshelves with the latest crime novels, children's books, and nonfiction books hang on more than 60 billboards in German-speaking Switzerland. The campaign is accompanied online by a major announcement campaign and clips that remind people what books are actually for - reading. This is how Ex Libris and brinkertlück Switzerland are awakening the joy of reading.

Dennis Lück, managing director of the executing agency Brinkertlück: "When the idea was on the table to transform OOH sites into bookshelves, we knew immediately that this was exactly how we could communicate the new brand essence of the joy of reading perfectly and with a lot of joy. This will literally be a campaign where you can take away quite a lot."

The right books in the right place

Since not all poster sites are the same, the campaign also plays with the surroundings. For example, the poster bookshelves near kindergartens are stocked with children's books, in Zug there are tax guides, and at the gateway to St. Gallen's old town there are city guides or career guides at the University of St. Gallen. In this way, the target audience finds not only the latest thrillers and novels, but also precisely those books that trigger the most reading pleasure.

In addition to the posters, books will be given away at Zurich main station from Monday to Wednesday. Here, too, commuters can help themselves to the latest works on the billboards. A reading area, created in collaboration with the Jeff event agency, invites visitors to linger. There will also be a giant book with a photobooth where visitors can have their picture immortalized on the cover of the book.

Book exchange suggestion

New books are quickly out of print. Especially when they are available for free at billboards in public spaces. That's why Ex Libris encourages book exchanges. At all poster sites, books that have been read can be returned to the bookshelves. In Winterthur and Zug, poster sites are explicitly declared book-swapping hotspots and are intended to encourage people to share the joy of reading with others.