Situation:

In Mexico, reading is not a habit practiced by the majority of people. It's one of the countries with a very low reading rate, and Librerías Gandhi has the mission of making reading attractive.

Brief:

Create a film that shows how spectacular it is to imagine while reading, a story where the protagonist not only reads but lives it.

Objectives:

Increase Market Share by +2%

Gain Media attention by +70%

Increase Brand Power by +4%

A medieval story was the solution because it allowed us to have epic characters that made the story visually appealing. The unexpected twist was that the main character, who was a medieval knight, was actually an elderly woman reading the book and imagining herself as a knight galloping at full speed on her horse.

Gandhi Bookstores needed an audiovisual piece that was captivating enough to spark interest in reading in a country where culturally, people don't enjoy reading. Therefore, we needed to create a visually powerful story that would appeal to those who prefer watching movies over reading.

When you read, you imagine situations, and not only that, but you live them. That's the magic of reading: it takes you to incredible places and situations you could never experience otherwise.

There was a 14% increase in sales, representing a historic high, translating into a fondness for reading, which is an even more important result as Mexico is becoming a country that is starting to enjoy reading.

Brand Perception:

Librerías Gandhi is the most popular bookstore in Mexico due to its annual campaigns, but this film has brought the best sales results in the last 5 years. While the brand is well-positioned, the issue is that the enjoyment of reading is not common in Mexico. Therefore, achieving an increase in sales represents double satisfaction.

Achievement against Objectives:

Market Share increased by 6.1%, surpassing the goal by +3% vs LY

Media Attention reached 81%, exceeding the goal by +11% vs LY

Brand Power increased to 9.6, surpassing the goal by +12% vs LY

The most significant result is fostering a growing appreciation and practice of reading among Mexicans.