Jarir Bookstore: Newsworthy Books

Dana Al-Kutoubi

This case study describes how bookstore chain Jarir used online and print news outlets to reawaken a passion for reading books in Saudi Arabia.

Campaign details

Brand: Jarir BookstoreBrand owner: Jarir BookstoreLead agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Magazines, periodicals, booksMedia channels: Online display, Newspapers

Executive summary

Riding the wave of the current reading behaviour that has shifted from books to short articles, and to combat the resulting decline in book sales, bookstore chain Jarir recreated the stories from famous books in the form of controversial fake newspaper articles, with intriguing headlines like "Scientist successfully brings dead man back to life" (i.e., Frankenstein). It was then released in both online news websites...

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