Campaign details
Advertiser: Polish Chamber of BooksAgency: Hill+Knowlton Strategies
The brief
More than half of Poles did not buy a single book in 2015 and even worse, more than 10 million don't even own one. Moreover, every third Pole believes that books should be treated like any other FMCG good, sold quickly and at low cost.
This challenging situation is proved even more difficult with a severe price war that has been undermining the book market for years. Books are available at a discounted price from the moment they're put on the shelves, whereas clothes, electronic equipment...