100000 books书店：洗手间里好读书

文/vivi

洞察消费习性，消费者在哪里，我们的广告就做到哪里！为了唤起人们读书的热情，俄罗斯这家叫100000 books的连锁书店把文章印到了空气清新剂的瓶身上，因为据调查发现，人们最喜欢读书的场所是洗手间！就着清新剂读完一篇好文章，人们买书的热情也重燃了。

同样具有洞察力并且贴心的还有一家专门袭击人们寂寞时间的出版社，叫a book，这两个互相呼应的名字，真是无巧不成书！链接在此：http://news.topys.cn/article/a-bookxijinidejimoshijian-5969-1.html

Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading. One of the places where all people still read is toilet. When there’s no book there, people read anything that is at hand and mostly air fresheners. We created fresheners with fragments of world best-sellers printed on them. Books-fresheners appeared in WC in malls, business centers, offices, restaurants and household stores. Books-fresheners gained popularity. Next month after promotion the attendance of “100 000 books” grew by 23%. Now they are going to sell the fresheners in the chain’s outlets.

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannykh
Copywriters: Aleksey Nikiforov, Evgeny Primachenko, Aleksandr Parkhomenko
Designer: Dmitry Maslakov

Published: March 2011