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Till 1990’s Russia was the most reading country in the world. Now people read less. Chain of bookstores “100 000 books” decided to remind people about the necessity of reading.
The insight ad agency Voskhod had was that one place where all people still read is the toilet. When there are no books, people read anything that is at hand and that is mostly air fresheners. So they created fresheners with fragments of world best-sellers printed on them.
These Books-Fresheners appeared in toilets across malls, business centers, offices, restaurants and household stores. Books-Fresheners gained popularity and after one month of promotion the attendance at “100 000 books” grew by 23%. With such success, “100 000 books” have decided to start selling the Books-Fresheners in their outlets as well.