Situation:

In Mexico, reading is not a well-received habit among people, as culturally, it's a country that doesn't favor reading.

Brief:

To create a graphic piece that innovatively showcases that reading is about imagining new worlds, thus attracting new consumers to reading.

Objectives:

Increase Market Share by +2%

Gain media attention: +70%

Boost Brand Power by +4%

Change in Behavior:

There was a 14% increase in sales, marking a historic high, which translates to a growing fondness for reading. This is a significant outcome, as Mexico is evolving into a country that is beginning to enjoy reading.

Brand Perception:

Librerías Gandhi is the most popular bookstore in Mexico due to its annual campaigns, but this graphic piece has yielded the best sales results in the past 5 years. While the brand is well-positioned, the issue lies in the lack of reading interest in Mexico. Hence, achieving a sales increase brings 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.