Campaign details

Advertiser: Polish Chamber of Books
Agency: 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 and other domestic electrical appliances are discounted only after a few months.

In response to the deteriorating situation The Polish Chamber of Books prepared a bill "Ustawa o Ksic(zce" - an Act which aims to establish a fixed price of any new publication for up to 12 months from release, a situation which is already common place in many other countries in Europe.