Campaign details
Brand: Kinokuniya Brand owner: Kinokuniya Entrant company: Saatchi & SaatchiIdea creation: Saatchi & Saatchi Dubai Market: United Arab Emirates Sector: Entertainment retail Media channels: Word of mouth, Influencers, KOLs, Social mediaBudget: Up to 500k
Executive summary
Kinokuniya is the largest bookstore in the UAE.
And just like all bookstores in the country, the brand had been seeing a continuous decline in sales.
Online on-demand entertainment and information have replaced actual physical books.
On the surface, the problem looked like...