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40% of Danes rarely read fiction, and the younger generation primarily use other cultural facilities such as music, movies and YouTube - services that are online – rather than physical books.
So, to boost their sales, SAXO.com wanted to demonstrate to the Danish people how easy it is to purchase books or e-books via smartphones and tablets with just a simple click.
In an exclusive collaboration with Clear Channel Denmark, SAXO.com designed a dominating and impactful creative in the Copenhagen metro, converting the busiest metro station on the network into the biggest virtual book store ever seen in Denmark.
Travellers were prompted to scan the books using QR-code technology to purchase a printed book or an electronic copy.
Six weeks after the campaign, Saxo achieved outstanding results, seeing a significant increase in both revenue growth and brand awareness. The campaign also generated great widespread press coverage.