Bookcity is a well-known library chain in Romania, and the challenge for HIPPOS was to do a complete makeover, both in their offline retail approach as well as with their brand awareness and online visibility. The brand needed more digital recognition, and to find a new means of communicating with their customers. Our answer - create a social media strategy to place the brand as a cool and witty means of entertainment and learning.
The New Logo
Our approach - "Knowledge is the greatest weapon" - and this knowledge comes from "smart entertainment". We wanted to create a cultural rebellion, a movement that will be more active and dynamic and that would engage a younger generation. A "civil disobedience" uprising of the people that want to better themselves and that are tired of the ignorance sorrounding them.
The new logo was a bold statement against ignorance, it meant that "we" with our books, and our knowledge are making a difference already toward the elimination of ignorance, "we are endangering ignorance".
Intellectual tattoos - meaning the ideas and informations we discover are imprinted permanently within us and enrich our intellectual universe. The tattoo is a universal estethic form of manifest, and carries a powerful message about the bearers personality or values. It's a means of expressing oneself but also of belonging to a certain group.
The Key Visual
We wanted to create a contrast- between what people look like and what people actually are and read. We wanted to show a new type of reader, one that goes beyond the surface, and doesn't have a place in the "bookworm" cliche. This reader was to be representative of a counter culture for culture, the antihero that saves the day.
For our first move we used famous quotes reinterpreted in a "cheap" connection to bad taste.
Next we continued our "war on ignorance" with a series of online campaigns, games, and interactive content:
Share, likes and comments increased organically, the result was a diverse and smart social media communication that would keep our users constantly engaged and wanting to discover and interact more. We managed to increase the number of fans and reposition the brand on a new path.