The aim of the promotion was to increase membership of Exclusive Books' loyalty programme, the Fanatics Club, develop the club's brand and reward existing members. Our idea came out of an insight into the quirky personalities of fanatical readers; they revel in their private world of books and dislike being disturbed by non-readers. We created bold and witty messages discouraging interruption that were printed onto protective dust jackets. These were given to new members at point-of-purchase and on signing up to the club, and to existing members with new purchases. They cropped up all over town, causing widespread amusement and discussion. New membership figures went up by 32 per cent over the promotional period, and club activity increased.
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