Background:

Since 1951, 44 stores, and over 800 000 titles later, Exclusive Books has become South Africa’s most loved local bookstore.

They have always endeavoured to hold the largest range of books, across their physical locations nation-wide. From Acclaimed Classics to Dystopian Thrillers; Arts & Crafts through to Self-Help; from the most magical selection of Children’s Literature all the to the most Fantastical, and other-worldly Science Fiction.

In recent years though, Exclusive Books increasingly faces competition from not just other bookstores, but also online retailers that sell everything, including books. We believe there is an opportunity to further encourage book lovers to rather shop in store. We want to position EB as the experts who understand that the experience of choosing a book in a bookstore is superior to shopping online, and reminding young and old to get off their phones and rather browse in-store.

Insight:

Many customers subconsciously do something while browsing in an Exclusive Books store…They lean a little to the right.

Idea:

Reveal to consumers what they look like when browsing for that perfect book, simply by photographing them from a book’s point of view.


So, whether you love to curl up with your favourite classic, keep up with #BookTok, stay on top of local politics or guess whodunnit, there is quite nothing like browsing for books in SA’s nr.1 Bookstore.