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GABRIELE Caeti
GABRIELE Caeti
Executive Creative Director at DDB ITALY
MILAN, Italien
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TitelHungry For Culture
Agentur
Kampagne Hungry For Culture
Werbende Bennet
Marke Bennet
Datum der ersten Ausstrahlung/Veröffentlichung 2022 / 11
Geschäftsbereich Kaufhäuser, Supermärkte
Story Books are considered food for brain and soul, helping us grow as a person and as a society. But 60% of Italians don’t even read one book a year: a big problem for culture and for business too. In Bennet stores, a leader hypermarket chain in Italy, book aisles are neglected. To solve this problem, we adopted a simple, but insightful and disruptive strategy, moving books to the fresh food aisles. Among meat, fish and vegetables, working on packaging and display, we invited clients to feed their brain, as well as their body, resulting in a consistent increase of book sales and brand reputation. To amplify audience and buzz, the instore activity was supported by a digital and social media campaign.Results:+ 119% books sold during the activity+ 46% Conversion for book sales on e-commerce+ 44% Net Sentiment+ 7pp Brand Reputation
Medientyp Case Study
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