Two major bookstores in Paris simultaneously bought outdoor space (posters) to advertise their services during the month of July.
FNAC is a chain of stores that sells books, mostly best sellers. It also sells CDs, DVDs, video games, phones, TV sets, computers; it is a mix of Best Buy and Barnes & Noble.
Gibert Jeune is another major bookstore, particularly for students in Paris. Located in the Latin Quarter (and in the 13th district), it sells textbooks and scientific books in most of the academic fields (liberal arts, medicine, business, math, physics). It also buys and sells used books.
Both of them compete with Amazon, online and offline, in different ways. Note that none of the ads mention that the stores offer a drive (where you can order a book online and pick it up at a store -"retrait en magasin", cf. Amazon Locker Delivery). Both campaigns highlight two different sets of USPs:
- Gibert Joseph's USP is that it is a real bookstore where you can actually handle the books ("à portée de main") and skim through the store's enormous inhouse inventory (500,000 books). It is also very close to you (less than 30 minutes, wherever you live once you are in the metro).
- FNAC's USPs are:
- it delivers books for free.
- it sells an eReader, so you can travel light while on vacation. The price of the Kobo eReader is comparable to the Kindle Touch (amazon).
Both advertising campaigns share a common point in that they are very traditional (posters). It might have been more convincing had they taken advantage of the network of digital screens located throughout the metro (DOOH). Given the main target, something interactive could be effective, for instance using smartphones and apps.
|Poster in the metro (on the platform). 500,000 books (get there by metro, bus, taxi... skateboard, etc.)|
|The closest FNAC store? At home. Fnac.com : Freee delivery for all your books|
|Books for vacation: "This summer, I travel light: a bikini, a skirt and a thousand books"|