Client: Jarir

Agency: Wunderman Thompson Riyadh

2021

People are interested in reading entertaining news that catches their attention with a juicy headline. But reading books? Not so much.

We made our books “newsworthy” by turning book plots into controversial news articles with intriguing headlines, tailored to Saudi people’s interests. We spread them online in collaboration with well-known news sites, and placed them as front page stories in the newspaper. After people clicked or flipped the page to read more, we revealed that the story they read was an actual book found at Jarir Bookstore, and we referred them to our online store where they could order the book instantly.

The news stories were read over 15,000 times, book sales increased by 18% in just one month, and people were reminded that books are interesting to read too.

Credits:

Executive Creative Director: Rayyan Aoun
Creative Director: Rawad El Dahouk
Senior Art Director: Tonie Tannous
Art Director: Joseph Maalouf
Copywriter: Manuel Kukjian, Abeer Alsalem, Dania El Aoudah