Campaign details
Brand: WHSmithBrand owner: WHSmithLead agency: FP7 McCann DubaiContributing agency: MCN MediabrandsMarket: United Arab EmiratesIndustries: Entertainment retailMedia channels: Gaming & in-game advertising, Mobile & appsBudget: Up to 500k
Executive summary
In the United Arab Emirates and the surrounding region, an average Arab child reads for just six minutes a year.
To reverse declining book sales, WHSmith decided to increase the love of reading by entering a world Arab children love – mobile games. These games often have forced pop-up ads that cannot be closed....