文/vivi

洞察消費(fèi)習(xí)性，消費(fèi)者在哪里，我們的廣告就做到哪里！為了喚起人們讀書的熱情，俄羅斯這家叫100000 books的連鎖書店把文章印到了空氣清新劑的瓶身上，因?yàn)閾?jù)調(diào)查發(fā)現(xiàn)，人們最喜歡讀書的場(chǎng)所是洗手間！就著清新劑讀完一篇好文章，人們買書的熱情也重燃了。

同樣具有洞察力并且貼心的還有一家專門襲擊人們寂寞時(shí)間的出版社，叫a book，這兩個(gè)互相呼應(yīng)的名字，真是無(wú)巧不成書！鏈接在此：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