BOKUS. IRONIC REVIEWS
Bokus.com – owned by Sweden’s leading book retailer, Akademibokhandeln – is one of the largest online book stores in the Nordics. Morgenland helped Bokus with digital marketing and Youtube films targeted to picky university students.
We take it for granted to be able to shop whatever we need – whenever we need it – online. This wasn’t the case when Bokus went from vision to action in 1997. Back then, they were pioneers on the Swedish book market – today one of the largest online book stores in Scandinavia.,
University students are a particularly important target group for Bokus. The beginning of every semester is a most crucial sales period for all student book retailers and that’s why Bokus decided to make extra efforts during January and February 2015.
Morgenland was asked to come up with a creative idea and concept to increase sales and strengthen the Bokus brand among students. Our main issue was to pinpoint what tonality to use in connecting with this educated and well-informed target group. The communication had to be witty and smart.
Morgenland created a Youtube campaign based on the insight that student literature isn’t always the most fun things to purchase – many students think of it as a necessary evil. We created a concept called ”Ironic Iconic Reviews”. We turned to the bombastic format of reviews of bestselling books such as The Da Vinci Code and created a clash with the academic literature. Playing with overblown reviews for classical textbooks of Law, Programming and Nursery instead of poupular novels took form. And humor helped us communicate something seemingly boring.