SlideShare a Scribd company logo
Nothing beats a good bookshop
The Brief
- E-reader sales are falling, but
book sales are rising. Make
Waterstones the first choice for
physical book purchases.
- Campaign must last from pre-
Christmas 2015 to summer 2016.
- Think about changing in store
and online experiences.
- Consider different ways to do
book launches.
TEAM 1
RESPONSE
1 HOUR LATER
‘A Book is
for Life’
PROPOSITION
Your favorite books will stay with
you throughout your life, come to
Waterstones to choose them.
‘Life of a Book’ - Above the line campaign
TV ad charts the life of a book, from its role as a Christmas
gift, accompanying its owner to university and being read
throughout various life stages - before being passed down to
the next generation.
‘Life of a Book’
- Above the line
campaign
Press ads that depict
the book at different
life stages from the
TV ad.
‘A Book for your
Life’ - Mobile app
Users complete
personal information
about their age,
stage and mood.
The app uses the
information to
make a tailored
book suggestion
and enables them
to purchase it from
Waterstones.
‘My Life in Books’ -
In store and online
campaign
In store point
of sale displays
where celebrities
(like J.K. Rowling,
David Walliams and
Stephen Fry) chart
their lives through
the books that
defined them.
Complemented by
social media posts
about the campaign
by the celebrities
featured.
Personalised
inside front covers
Personalised
messages printed
in the front cover of
books when ordered
as gifts.
Good luck at university
Sarah! This book really got me
through those early years.
Love from,
Jill x
‘A Book When you
Book’ - Summer
campaign
Partnership offer
with Airbnb.
Order a book when
you book holiday
accommodation,
either chosen by you
or recommended by you
host, and it’s waiting in
the property when
you arrive.
TEAM 2
RESPONSE
‘Books with
personality’
PROPOSITION
Books are an incredibly personal
experience, why not start your journey
at Waterstones with people who care?
‘Try before you
buy’ - Free first
chapter campaign
Real-life equivalent
of Kindle chapter
samples.
Distributed in store,
on the street and left
on public transport
- with handwritten
notes in the cover.
Discount codes in the
back for money off
the full book.
Online staff
reccomendations
Mirroring the
handwritten POS
recommendations
Waterstones staff write
for books in stores.
Social media staff
respond to tweets with
related suggestions.
‘Christmas
Bumper Editions’
Offer valid on
purchases of the
top ten best-selling
Christmas books.
Anyone who buys
in store or online
is entered into a
competition to win a
signed first edition
copy - upgrading
their gift in time for
Christmas.
‘History Tags’
Every book bought at
the store comes with
‘History Tag’ that acts
as a timeline for the
life of a book.
Begins with a “Bought
at Waterstones”
message, followed by
your own note.
Next person that
reads it fills in their
information creating a
history of that copy.

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Brief Encounter: Waterstones

  • 1.
  • 2. Nothing beats a good bookshop
  • 3. The Brief - E-reader sales are falling, but book sales are rising. Make Waterstones the first choice for physical book purchases. - Campaign must last from pre- Christmas 2015 to summer 2016. - Think about changing in store and online experiences. - Consider different ways to do book launches.
  • 5. ‘A Book is for Life’ PROPOSITION Your favorite books will stay with you throughout your life, come to Waterstones to choose them.
  • 6. ‘Life of a Book’ - Above the line campaign TV ad charts the life of a book, from its role as a Christmas gift, accompanying its owner to university and being read throughout various life stages - before being passed down to the next generation.
  • 7. ‘Life of a Book’ - Above the line campaign Press ads that depict the book at different life stages from the TV ad.
  • 8. ‘A Book for your Life’ - Mobile app Users complete personal information about their age, stage and mood. The app uses the information to make a tailored book suggestion and enables them to purchase it from Waterstones.
  • 9. ‘My Life in Books’ - In store and online campaign In store point of sale displays where celebrities (like J.K. Rowling, David Walliams and Stephen Fry) chart their lives through the books that defined them. Complemented by social media posts about the campaign by the celebrities featured.
  • 10. Personalised inside front covers Personalised messages printed in the front cover of books when ordered as gifts. Good luck at university Sarah! This book really got me through those early years. Love from, Jill x
  • 11. ‘A Book When you Book’ - Summer campaign Partnership offer with Airbnb. Order a book when you book holiday accommodation, either chosen by you or recommended by you host, and it’s waiting in the property when you arrive.
  • 13. ‘Books with personality’ PROPOSITION Books are an incredibly personal experience, why not start your journey at Waterstones with people who care?
  • 14. ‘Try before you buy’ - Free first chapter campaign Real-life equivalent of Kindle chapter samples. Distributed in store, on the street and left on public transport - with handwritten notes in the cover. Discount codes in the back for money off the full book.
  • 15. Online staff reccomendations Mirroring the handwritten POS recommendations Waterstones staff write for books in stores. Social media staff respond to tweets with related suggestions.
  • 16. ‘Christmas Bumper Editions’ Offer valid on purchases of the top ten best-selling Christmas books. Anyone who buys in store or online is entered into a competition to win a signed first edition copy - upgrading their gift in time for Christmas.
  • 17. ‘History Tags’ Every book bought at the store comes with ‘History Tag’ that acts as a timeline for the life of a book. Begins with a “Bought at Waterstones” message, followed by your own note. Next person that reads it fills in their information creating a history of that copy.