WHSmith: Pop-Up Books

WHSmith, a book retailer, drove sales and footfall through a gamification strategy in the United Arab Emirates.

Campaign Summary

In the United Arab Emirates and the region, an average Arab child reads 6 minutes a year.

To reverse declining book sales, WHSmith decided to increase the love of reading, by entering the world Arab children love - mobile games. These games have forced pop-up ads that cannot be closed.

So, we hijacked that space, with Pop Up Books (as ads) that children needed to read in order to continue playing their game.

We selected the top games, redesigned a range of globally popular children's books as short stories to match the theme of those games, fitting within...

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