busting boredom with the ‘bumper book of summer’
Summer holidays are hard. For parents, with kids needing constant entertainment and eating their way out of house and home. And for the retailer, as shoppers trade down. For years, the brand had been signing off its ads with ‘Live Well For Less’…and the CMO had decided this summer, it was about time they showed they meant it. So the Bad Madam team was briefed to create an idea that would help shoppers see Sainsbury’s as more than a supermarket, and most importantly give kids a summer to remember.
The solution was a unique Bad Madam speciality called Creative Capital - Brand Communications mixed with Intellectual Property, engagement scaled to become entertainment and a cost, transformed into a revenue source.
So the Bumper Book of Summer was born – a 148-page high-production-value publishing asset, co-written with a Random House author, beautifully illustrated and packed with over 60 great summer Nature, Imaginary Play, Adventure, Active & Craft activities for kids to do, with things they already had at home. Packaged with a scrapbook to feed into Key Stage 1 and back-to-school, a play-date wall planner and a three-hour DVD with two Nickleodeon presenters demonstrating how to do each of the activities, it went on sale for £5, supported by extensive point-of-sale in over 800 stores.
A massive integrated campaign was created around the book, and the summer initiative, as TV, print, outdoor, PR and digital all went live. The Bumper Book’s website tactically released different activities day-by-day throughout the summer, and its geo-tagging and weather APIs ensured visitors in different areas of the country, with different daily weather would be served different activities.
The book became an instant smash, becoming the fastest-selling Sainsbury’s book of all-time, a two-time No.1 Bestseller nationally, selling 127,000 units in 7 weeks, increasing preference and footfall as well as generating a significant return for the client, and winning Campaign Of The Year at the Campaign Awards.