Steimatzky is one of the largest Book Chains in Israel founded in 1925. I came across some fantastic work that they are doing in that market using the power of stories. Can it be more apt for a bookstore to talk to readers in the language of stories?
1) Portrait of words.
Short STORIES written by authors on the spot is a new kind of portrait.
2) Here is something the book store has done recently that captures attention and tells me something in an interesting way.
Short stories about neighbourhood locations were used at bus stations all over the city. The brand also used maps to give similar information to those in the neighbourhood and get them interested in spotting the ad with a story. Billboards also had QR codes that lead the user to view maps and additional stories of locations in the vicinity.
Why do I think this work will win awards?
Simple and relevant: The mode of storytelling and the chosen media is simple yet very relevant. The brand tells you something more about the place you are at.
Disruptive: We are not used to reading short stories at bus stop adverts, it’s usually visual based so long copy on a bus stop ad is a disruptive idea.
Use of technology in a simple way: In case the reader is interested in more than just what is written on the pole branding, there is a QR code to link one to a map and more such location based information.
Online/Offline integration: For those who may not have viewed the pole branding small maps were distributed around the location with the similar information to
If you ask me whether this work will drive footfalls to the store? I think not so much. However, it is a fantastic way of using the power of stories to get a consumer to be interested in the owner of the initiative leading to fantastic brand recall for Steimatzky.
The chain has also created some other brilliant work, like a very visual campaign on “The right book will always keep you company”. The headline is such a nice understated and truthful statement.
See more in this series here.