Synopsis: On its 4th anniversary, we spread a video through internet that showed several places of Barcelona that were ablaze (theoretically, other crime novel bookshops). A matchbox was giving the guilty person away. After four years, the Crime & Detective bookshop still is the only crime bookshop in Barcelona.Objectives: To ensure customer loyalty and attract new clients. Our target are the regular customers and the crime novel lovers.Results: Large impact. Forwards plus visits to the client’s website reached 15,000 / 20,000 views. More knowledge on the bookshop among the crime novel lovers. High increase of online book orders.

The idea was to use a universally known reference like the transparent plastic bags used for keeping the evidence of a crime. The label includes information about the bookshop together with some of the most typical elements normally associated with this kind of bag. By using this bag each book bought turns into the irrefutable proof of a crime, the one to be found in its pages.

The action got an enthusiastic response from the public, not only regular customers but there was also a noticeable increase in people who visit the Crime & Detective Bookshop occasionally and who reacted very positively.

This campaign ran for 2 months (December 2006 and January 2007) and the bookshop sales increased significantly. Furthermore a longer term effect is expected judging by interest shown in the bookshop.