Redgroup Retail: Whitcoulls Books Initiative

Consumers needed new reasons to buy books from Whitcoulls, an area of its business that had all but disappeared.

Redgroup Retail: Whitcoulls Books Initiative

Category: Retail/Etail; Single Channel Focus CampaignAgency: DraftFCBClient: Whitcoulls, part of Redgroup Retail Pty Ltd


With a brief to drive massive book sales during December, consumers needed new reasons to buy books from Whitcoulls. The solution was "Recommendations".

By advertising relevant books during TV shows, Whitcoulls were able to connect with consumers who were already pre-disposed to a genre.

Making the link obvious was the core of the whole idea, and it reaped fantastic results.


Books had previously only formed one small part of the Whitcoulls brand, and...

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