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National Book Tokens launches integrated campaign with Kitcatt Nohr Digitas

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By Ishbel Macleod | PR and social media consultant

November 9, 2011 | 2 min read

National Book Tokens is launching a multimedia campaign with Kitcatt Nohr Digitas on Friday to promote its gift cards in the run up to Christmas.

Featuring children’s book character The Gruffalo, the campaign includes a cinema advert, as well as press adverts, online tool Bookshelves and eCRM programme Bookends.

The cinema advert shows how a young girl in a bookshop is transported to a magical world when she opens The Gruffalo book, by Julia Donaldson and Axel Scheffler. After seeing The Gruffalo and a ‘deep dark wood’ appear from behind a bookshelf, the girl goes to the counter with her National Book Token, telling her mother that she wants to buy the book. The advert ends with the line: “Give someone a National Book Token, and who knows where they’ll end up”.

Created by Kitcatt Nohr Digitas, the ad uses both live action and animation, and features a voiceover by poet Roger McGough and music by Debussy. The production agency involved was Kream.

Jamie Tierney, head of film at Kitcatt Nohr Digitas, said: “Our creative challenge was to bring the magic of The Gruffalo to life on-screen, while being true to Julia Donaldson and Axel Scheffler’s book. The film is an enchanting combination of colour, movement and sound. Even the authors love it.”

The agency had been briefed to create a campaign to inspire people to buy a National Book Token, targeting book lovers and their relatives to present the tokens as a Christmas gift idea.

Jenny Sheils, marketing manager at National Book Tokens, said: “This new campaign really captures and brings to life the magical experience of visiting a bookshop and choosing a book to buy with a National Book Token. We’re excited to see the results from this high-profile national campaign.”

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