This is how successful the Ex Libris book posters were
Ex Libris recently gifted Switzerland 12,000 books, which were distributed via custom-built bookshelves and through several guerrilla marketing campaigns. Now the company is taking stock of this ambitious campaign.
The joy of these poster sites was truly great: because joy was literally there for the taking at the Ex Libris poster sites. Throughout German-speaking Switzerland, at Zurich main station and during a two-day guerrilla campaign in Zurich and Bern, 12,000 books were distributed via the poster sites (advertisingweek.ch reported). Current thrillers, novels, children's and non-fiction books provided thousands of passers-by with a great deal of enthusiasm and new reading pleasure.
With this campaign, Ex Libris set itself the task of awakening the love of reading in everyone in Switzerland. For two weeks, traditional poster sites in German-speaking Switzerland were transformed into bookshelves. Ex Libris was also present for three days with a reading paradise at Zurich main station, where it gave away 6,000 books. "The rush at Zurich main station was huge," says Sonja Alber, CMO of Ex Libris Switzerland. "On average, the shelves were emptied after just 15 minutes and everyone left our reading paradise with a love of reading and a great deal of pleasure in new books."
Great enthusiasm throughout German-speaking Switzerland
The bookshelf posters that could be found in German-speaking Switzerland became real fans. "We received feedback from people who traveled to the poster sites from all over Switzerland and scoured them for exciting books," Sonja Alber continues. "The huge logistical challenge of transforming 61 poster sites into real bookshelves with 12,000 free books was definitely worth it." Dennis Lück, owner of the agency brinkertlück, is also satisfied: "The poster sites didn't just give away books, but above all the joy of reading. This enthusiasm was clearly evident in the reactions on site and in the comments on social media."
The campaign was accompanied by guerrilla actions in Zurich and Bern. On October 31, books were distributed on the streets of Zurich - in keeping with the location. On Paradeplatz in front of the main buildings of the two major banks, for example, relationship guides were handed out and passers-by were given the latest crime novels by the city police. There was also a friendly wink at the competition: books were also given away in front of the Orell Füssli branch on Europaallee. On November 1, the campaign was moved to Bern and the joy of reading was awakened in front of the Bundeshaus and the Eiger, Mönch and Jungfrau. In total, a further 1,000 books sparked even more reading pleasure through the distribution campaigns.
