Advertiser: BookXcess Sdn Bhd Brand: BookXcess Creative Agency: McCann Erickson (M) Sdn Bhd Credits: Szu-Hung Lee/ Ean-Hwa Huang (Executive Creative Director), Douglas Goh (Art Director), Bee-Nee Ng (Copywriter), Wai-Hung Yap (Studio Manager), Chee-Hung Goon (Group Director, Digital Strategy & Content, MRM Worldwide), Jeand Pua (Producer, FrameMotion Sdn Bhd), Heng-Weng Bay (Photographer, Untold Images)
BookXcess understands that physical books are losing their allure as Malaysians take to the idea of easy access and portability of viewing digital and video content. As Malaysia’s leading bookstore for excess-print books, BookXcess aims to encourage the reading habit, making its store more relevant to Malaysians.
We learnt that one’s love for reading is likely to translate into the desire to write, supported by the emerging habits of younger Malaysians who enjoy sharing their views with friends in the digital world. We strove to unleash the ‘writer’ in everyone and encouraged them to submit ‘100 word’ stories online which, if selected, would be printed on all BookXcess receipts issued to customers. The concept of Receipt Stories was thus born.
Receipt Stories succeeded in three simple steps: Read: Point of sale, posters, magazine ads, receipts and window dressing encouraged people to contribute stories. We also spread word through the BookXcess website, Facebook page and Twitter following. Write: Aspiring writers submitted stories on receiptstories.my with stories chosen weekly for printing on BookXcess receipts. Authors became instant published writers! Share: The website also encouraged fans to share favourite stories with friends, prompting them to write their own.
2010 August marked the Campaign launch.
• 500 authors contributed and 8,000 stories
were printed within FIRST month.
• 100,000 receipt stories printed to date,
100 new online users weekly.
• 100 stories submitted weekly: Footfalls increased outside promotional periods. BookXcess provides a new platform for expression, exciting and proliferating young Malaysian patrons!