WHSmith: Pop Up Books

WHSmith, a stationery, books and magazines retailer, introduced children's stories into ads on gaming apps to reverse declining book sales in the UAE.

Campaign details

Brand: WHSmithBrand owner: WHSmithEntrant company: FP7 McCann, DubaiMedia: Adcolony, Dubai / Unity / Promo Fix, DubaiMarket: United Arab EmiratesSector: Entertainment retailMedia channels: Gaming & in-game advertising, Websites & micrositesBudget: Up to 500k

Executive summary

In the UAE, the average child reads books for pleasure for 6 minutes-a-year.

To reverse declining book sales, WHSmith reversed the declining love for reading, by entering the world children love - mobile games. These games have forced pop-up ads that cannot be closed.

In-game mobile ads were hijacked,...

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