Advertised brand: Slum Children Education Programme/ HOPE worldwide INDIA
Advert title(s): Old is the New New
Category: Guerrilla Marketing
Advertising Agency (Name, City, Country): Dentsu Marcom Pvt Ltd, Gurgaon, India
Executive Creative Director: Nitin Suri
Assocaite Creative Director / Art Director: Dalip Singh
Copywriter: Robin Thomas, Dalip Singh
Photographer: Hardesh Dhingra, Anil Chawla, Dalip Singh
Challenge
Inspire people to donate old books for ‘Slum Children Education Programme’.
Solution
Our idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, we gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.
THE MESSAGE ON THE STICKER READ :
FOR MANY, YOUR OLD BOOK IS AS GOOD AS NEW.
DONATE AN OLD BOOK TODAY.
can you give es moe feedback? sounds like an interesting campaign. how many books were kept? how many libraries? how many donations? any website? any fan mail?
Campaign was executed at various bookshops in delhi starting feb,2010 and you can visit the website: http://www.hopeww.in for more details.