Core brand for Liber: The bookstore as a favorite place to be
Kernbrand is managing the promotional campaign for the Liber crowdfunding project. The campaign aims to give the Swiss book industry a new boost. If the project is successfully funded, approximately one million Swiss francs will be distributed to authors, publishers, and bookstores.
"My bookstore is my absolute favorite place." This sentence from Head of Content & Strategy Gisèle Ladner is also the guiding idea behind the national communication campaign for the Liber project. Because the campaign is not only intended to draw attention to the ongoing crowdfunding on Lokalhelden.ch, but also to lure more people back to brick-and-mortar bookstores.
The latter has been struggling for years against the growing share of sales of online retailers and has come under additional pressure due to the Corona crisis. Authors and publishers in Switzerland have also suffered greatly from the fact that many trade fairs and events could not take place in the last two years.
Crowdfunding with special Merci
The key element of the project is crowdfunding on Lokalhelden.ch. As a thank-you for their support, patrons receive a Liber voucher, the value of which is increased by a fund to which cantons, cities and foundations contribute around 400,000 Swiss francs in the form of emergency Corona aid. This sum has been collected jointly by all the trade associations involved in the book market - A*ds, Alesi, Livresuisse, SBVV and Swipps. The Liber vouchers can be redeemed in over 400 bookstores throughout Switzerland.
A small cross-section of Swiss book creation
Kernbrand designed the multimedia communication campaign for the Liber project. The key visuals are intended to show a small cross-section of Swiss book creation. All the books featured in the four images are by Swiss authors or publishers. In addition, the book fans were photographed on an armchair from the Swiss company De Sede.
Cross-media campaign in three languages
The cross-media campaign includes a landing page on which the more than 400 bookstores where Liber vouchers can be redeemed can be found. In addition, social media subjects in three languages, POS material - posters, bookmarks and cardboard displays - are used to promote the campaign in over 400 bookstores, as well as various texts for media releases and other channels.
Responsible for core fire: Gisèle Ladner (Project Management / Strategy / Text), Alexander Raschle (CD), Samira Büchler (AD), Janis Inauen (Interactive Media Design), Stefan Kellenberger (Programming). Printing material: Cavelti. Photography: Lorena LaSpada.
