Leo Burnett Kuala Lumpur asks you to try something new via campaign for Bookxcess
In conjunction with the launch of the BookXcess flagship store, Leo Burnett in Malaysia developed a campaign encouraging readers to explore genres that go beyond their usual reading list, and in doing so, discover new and lesser-known books to broaden their knowledge.
The illustrated campaign utilises well-known fictional characters trying something new and finding inspiration outside their own genres.
For example, Mowgli from The Jungle Book picks up a cat training book to tame his arch-nemesis Shere Khan. While Dracula finds a substitute for his blood lust in a recipe for a Bloody Mary. And finally, the Three Little Pigs decide to fight back by studying martial arts manuals.
Cross-selling genres is crucial for BookXcess, a bookstore that gets books in bulk. This helps boost sales for their lesser-known titles, and not just the usual bestsellers that readers are already picking up.
Leo Burnett Kuala Lumpur also developed the bookstore’s #ReadByExample campaign and relaunch of the Big Bad Wolf sale.
Credits
Agency: Leo Burnett KL Malaysia
Group CD: Iska Hashim
Creative Group Head: Jovian Lee
Art Director: Soon Lon Fung
Copywriter: Daniel Heng
Illustrator: Sattu Rodrigues
Agency Producer: Bridget Hong
Traffic Manager: Elizabeth Anita
Servicing Team: Eswara Sharma and Terence HS