Booktopia stamps comeback with new campaign: ‘We remain dedicated to reviving this iconic Australian brand’
In its latest campaign, via indie creative and media agency TRP, online book retailer Booktopia is reminding Australian bookworms that its back in action.
The national platform was developed to reinforce Booktopia’s market position as a premier destination for books – “Australia’s Home of Books” as its officially coined.
“With a nationwide campaign, we remain dedicated to reviving this iconic Australian brand,” Booktopia’s group general manager, Sina Clayton, said.
“At the heart of what we do are our customers and authors; we want Australians to see Booktopia as their true Home of Books—a place where every reader can discover their joy and the literary world can continue to thrive.”
The campaign’s use of language and tone in its materials is intentionally personable, so it can directly speak to Australian bibliophiles, explained TRP’s head of strategy, Kyle Ross.
“The strategy for Booktopia centres around reclaiming the title of the nation’s go-to destination for everything book-related,” Ross said.
“The core of the creative strategy is to establish a playful, engaging tone that speaks directly to book lovers, reflecting the quiet satisfaction that comes from reading.”
Booktopia’s campaign uses a combination of digital news portals, out-of-home (OOH), broadcast video on demand (BVOD), and radio platforms to spread its reach.
The campaign is a spot of light towards the end of what was a rocky year for the digital retailer.
A few weeks after entering a stock market suspension in June, July saw the book outlet officially enter voluntary administration as a result of it being unable to acquire the necessary funding it needed to keep aloft. However, thanks to an acquisition from digiDirect in August, the online bookseller resumed trading.
Credits
Client: Booktopia
Sina Clayton: group general manager
Georgina Calopedos: marketing manager
Creative + Media: TRP
Ian Ross: managing director
Donna Ross: media director
Kyle Ross: head of strategy
Steve Jemison: digital performance manager
Margaret Hooper: producer
Tom Markovich: head of creative
Kristen Lambert: art director
Chas Bayfield: copywriter
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I was a regular customer but now I would never order and do not recommend anyone to order books from Booktopia as I had placed an order for a book and paid for it online, before the company went into liquidation this year. I did not receive the book till today. I wrote emails, made phone calls and also wrote to insolvency company who were in-charge but not a single response I received for my enquiry. It is not about the $30 I lost but how a company that did not deliver the book and took away the money still gets to do business in this country. Shame on the system that has week business laws for businesses to function after taking money for orders of customers that have not been delivered till today. And still the company is allowed to do business.