Situation:

The issue arises when we become followers of individuals with closed mindsets. We end up solely adopting their often limited or even erroneous opinions. It's crucial that we don't confine ourselves to one person's viewpoint. We want to demonstrate that reading opens our minds to new perspectives, diverse opinions, and knowledge beyond what we have been taught or seen. 


Brief:

Promoting reading and the benefits it brings. 


Objectives:

Increase Market Share by +2%

Gain Media attention by +70%

Increase Brand Power by +4%


It was a campaign that connected with our audience, generating a positive sentiment knowing that reading is an activity that opens incredible worlds, where technology and streaming platforms play a leading role.

Change in Behavior:

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.

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.