Dymocks wanted to reposition itself as more than just a bookstore for Father’s Day 2024. The campaign aimed to attract a broad target audience of adults 25+, including wives, mothers, adult children, and grandparents, to consider Dymocks as the go-to destination for gifts. The key challenge was overcoming competition from discount and department stores offering new releases and Top 10 books at lower prices.
The campaign leveraged a multi-channel strategy to highlight Dymocks as a one-stop shop for Father’s Day, offering a curated selection of books and gifts. With a strong focus on Out-of-Home (OOH) and radio advertising, the message was amplified nationwide, capturing attention in the lead-up to the holiday. By targeting key touchpoints across Australia, we ensured maximum visibility and engagement among gift-givers searching for something meaningful.
The campaign successfully drove consideration and sales, delivering a two-week initiative under $200K that generated over $800K in media value and achieved more than 11 million gross impacts across the targeted audience. By ensuring consistent visibility across all Dymocks stores in Australia, the campaign highlighted the power of integrated OOH and radio efforts in reaching broad audiences. This strategic approach repositioned Dymocks as a destination for gifts, aligning the message with key consumer needs and achieving both brand elevation and measurable ROI.
