National Book Token

National Book Tokens were typically perceived as being an old fashioned, uninspired gift that only your grandma would send you for Christmas.The Brand’s share of the “voucher” market was declining – and they were fighting for share of mind / share of wallet in particular at Christmas, the most profitable time of year.

With AB Female 35+ as the core target,we wanted to find a way to link those currently purchasing both book specific & non-book vouchers. In order to differentiate we needed to decide what emotional benefits they got from vouchers and books & inturn gifting “the joy of reading”? The resulting campaign brought this idea to life and encouraged these woman to pass on their passion for reading.

Results

The campaigns has run successfully over 2 years and resulted in a YOY profit increase for the brand of over 7%.