WHSmith: Pop Up Books

Retailer WHSmith hijacked in-game mobile ads to boost sales and encourage children in the UAE to read more.

Campaign details

Brand: WHSmithBrand owner: WHSmithLead agency: FP7 McCann DubaiContributing agencies: MCN Mediabrands, AdColony Dubai, Unity / Promo FixMarket: United Arab EmiratesSector: Entertainment retailMedia channels: Gaming & in-game advertising, Mobile & apps Budget: Up to 500k

Executive summary

In the UAE, an average child read books for pleasure for six minutes a year. To reverse declining book sales, retailer WHSmith reversed this declining love for reading, by entering the world children love: mobile games. These games have forced pop-up ads that cannot be closed.

In-game...

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