Readings: Out Loud Festival
Shillington College, Melbourne
AGDA Student Design Awards - Branding - Finalist, 2017
Dymocks is the leading bookstore (online and bricks-and-mortar) for over 135 years with distribution throughout Australia and some international stores. Dymocks regularly hold in-store events with book signings by authors. They have book clubs in every state encouraging people but these events aren’t well advertised.
The brief was to establish an event that is focussed on encouraging people to return to old school methods of buying books.
The image problem
Reading physical books is outdated
Dymocks are now facing the problem that buying books physically is inconvenient. The 21st century has brought other quicker and easier methods to buy books with online stores delivering to your door, or downloadable e-books.
Reading certainly isn’t considered essential like it used to be, with so many different technologies competing for everyone’s down time these days. One has to take a morning train to see people buried in their screens rather than a good book.
Their target market is extremely broad; however book readers are the primary focus. The campaign will be aimed at turning e-readers back to physical books and buying them from your local bookstore.
Currently Dymocks don’t heavily advertise. They established an online store in late 2006 in response to the increasing penetration into the Australian book market of online retailers such as Amazon.
They don’t run any advertising campagins which is making it difficult for them to communicate to their target consumers.
Make reading cool again with Iconic voices reading iconic literature in a festival atmosphere.