Background:

Artificial Intelligence has been a topic of conversation for a long time, but in the past 2 years, it has taken a direction that makes us question if it will indeed displace us from our jobs, if it has the ability to perform better than humans. We need brands to take a stance on this issue. Librerías Gandhi, as a promoter of Human Intelligence, has a manifesto and a clear stance: human intelligence must also be nurtured, and prompts for it are books.

Brief:

Artificial Intelligence has come to question many aspects of our reality. Librerías Gandhi needs to take a clear stance on this issue.

Objectives:

Generate a radio ad that positions Librerías Gandhi as a promoter of Human Intelligence.

Grow Market Share by double digits.

Increase positive brand perception.

Increase Brand Power.

Artificial Intelligence is fed and generates everything through "prompts," commands filled with information aimed at generating more information. Applied to Human Intelligence, prompts are nothing more than books. Reading provides our brain with all the nourishment it needs to create extraordinary things.

Engagement:

As a brand statement with a strong message, the campaign connected with people, generating positive sentiment on social media with over 140k positive comments about the campaign.

Change in Behavior:

In a world where everyone talks about Artificial Intelligence and its advancements, a bookstore decided to focus on Human Intelligence, changing the trend to remind us of the human aspect, which ultimately created Artificial Intelligence.

Brand perception:

Support has been shown on social media with the message that it's necessary to nurture human intelligence through reading. While there's much talk about artificial intelligence and its uses and advancements, the human aspect had been neglected, but it's also nurtured through prompts, in this case, books.

Achievement against objectives:

Market share increased by 3.1%

Media attention: 81%

Brand Power: 9.6

But the most important result is making reading increasingly appreciated and practiced by Mexicans.