The Task

To launch the book series 'Zac Power' and encourage literacy in reluctant boy readers aged 7 to 10.

The Solution

Our research indicated that our audience, mums with young boys, were strong consumers of online media for news and social communication. OBM developed a campaign that utilised banner ads on ninemsn, hotmail and the Women’s Weekly website, as well as press in Sunday Life, and in-store promotions.

The campaign was supported with referent websites for the mums and the boys.

The creative portrayed reading as being for recreation rather than education with the headline "He won’t be able to put it down" and the tagline "Books Boys Love".

The Results

Within a week of launch, website hits increased from 500 to 3,000 hits per day and book sales reached 1,000 a week, effectively doubling sales.