Say it with a book - books advertise their dealers
To send a strong message in response to the doomsday predictions about the decline of the book trade, the Swiss Booksellers and Publishers Association (SBVV) has commissioned the agency Serviceplan Suisse to launch a branding campaign.
Books communicate not only through their content, but also through their title and cover. In addition, the choice of a book says a lot about its reader and not only enriches their knowledge, but also contributes to its image. This concentrated communication power of books serves as a strong advertising platform with the claim "Say it with a book". Above all, the striking aspect of books is used for a smart, witty and quickly graspable campaign that can be played on a wide variety of advertising media and contact points. Selected books correspond via their titles, express truths, provide witty comments on occasions, current events and holidays or make pointed comments on facts. The target audience is encouraged to use books themselves as a subtle means of communication - be it through meaningful cards for free or meaningful book gifts, through which one can also express - via book titles - what one does not dare to say directly. At Christmas, the title of the book reads with a wink: "I can't go there sober".
The first wave of the campaign will start at the beginning of November at over 400 poster sites, in over 45 arthouse cinemas and in 300 bookshops and includes posters, cinema slides, bookmarks and cards for free. Further motifs, advertising material and events are in the pipeline.
Responsible at SBVV: Dani Landolf (Managing Director), Thomas Kramer (President). Responsible at Serviceplan Suisse: Jan Krohn (Text), Nadja Tandler, Jasmine von Niederhäusern (Art Direction), Martin Spillmann, Florian Birkner, Simon Staub (Creative Direction), Raul Serrat (Executive Creative Direction), Peter Felser (Strategy), Sonia Ducu, Sidonie Bauer, Sarah Schuler (Consulting), Pam Hügli (Overall responsibility).
