Wax Communications swept the board at the ISP 2009 awards, picking up the Grand Prix and three Gold awards for ‘The Big Book Bank’ campaign devised for Waterstone’s to encourage children to read and share books.
Wax collected the ISP Grand Prix 2009 award along with the ISP Gold for Retail, Home Shopping and E-commerce award, the ISP Gold for Art Direction & Copywriting award and the ISP Gold for Social Responsibility award.
This adds to the previous awards for this campaign, namely the Revolution Innovation Award 2009: Winner – Retail Category and alsothe awrad by Promotions & Incentives: Winner – Most effective online mechanic 2008.
Phil Pawsey, Creative Director at Wax Communications, said:
“It would have been all too easy to create a run of the mill voucher scheme. Our creative solution was to imagine the scheme as a ‘bank’ with old books being deposited and new ones withdrawn. We saw the initiative as a living, breathing machine with books and vouchers being pumped out. Kids tell us they love it and we’re very proud of how the scheme extends the life and reach of books among kids. “
Sophie Boston, Wax Communications Senior Account Manager, says:
“The Big Book Bank has delivered on all fronts from redemption targets, participation rates and now industry awards. It has engaged teachers, children and parents through fun, integrated, online, in-store and classroom activity. We are delighted that Waterstone’s has decided to run ‘The Big Book Bank’ again in 2009 and are hoping for an even greater response.”
Waterstone’s Childrens Marketing Planner says:
“‘The Big Book Bank’ is a great example of a modern integrated campaign.
It has delivered commercially to Waterstone’s and to the school community, helping us in our mission to encourage children to discover the joy of reading.
We will extend the reach of the promotion this year and hope to see The Big Book Bank continue to out-perform its targets and help more children read for pleasure.”
This year the scheme is running throughout June and July and hopes to involve 2,000 schools.
It has won several awards since it launched last September including Most Effective Online Mechanic 2008 (Promotions and Incentives Magazine) and Best Retail Campaign at the Revolution Awards.
Last year, the direct marketing campaign to 23,000 UK primary schools produced an immediate redemption rate of 8.2% (against a target redemption rate of 5%).
The estimated number of kids who took part was in excess of 200,000.
A 10% discount voucher achieved a 1.6% redemption rate and delivered a significant sales benefit for publishers as well as for the bookstore chain.
The mechanic will remain the same for this year: Primary schools across the country will receive a leaflet telling them how to sign up for The Big Book Bank scheme online at www.thebigbookbank.co.uk.
Children at participating schools will receive a voucher for a new, free book from Waterstone’s in return for bringing their own books in to school and depositing them in ‘The Big Book Bank’.
Pupils will be encouraged to write a review of their book before it is put in The Bank and then sent to the school library for other children to share.
www.thebigbookbank.co.uk serves as a ‘hub’ where kids can visit to play interactive games, teachers can use their own ‘staff room’ and parents can relax in a virtual ‘living room’.
Those schools who sign up will receive a Big Book Bank display kit including posters to use in their school, illustrating how The Big Book Bank works, as well as recommended reads leaflets and vouchers for the children.
Teachers will be able to download lesson plans and activity sheets and a letter to send home to parents explaining the scheme, from the website. There will also be fun games for the target audience of 8 to 11 year olds to play on the site.