WHSmith: Pop-Up Books

WHSmith, a book retailer, drove sales and footfall through a gamification strategy in the United Arab Emirates.

Campaign Summary

In the United Arab Emirates and the region, an average Arab child reads 6 minutes a year.

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