People showing an almost eccentric passion for books are being
featured in new advertising aimed at powering Bertelsmann, the German
media giant, to leadership of online book sales in Britain.
The first shots in BOL UK’s promotional war against Amazon will be fired
on Saturday with TV, poster, press and radio advertising - the first
through M&C Saatchi since the agency picked up the account.
The advertising is in line with BOL’s declared aim of promoting itself
as more than just a distribution system but as having a real emotional
bond with its consumers.
The strategy is reflected in a 30-second commercial which shows a young
man whose eye is distracted by an attractive girl he passes on the
street before he stumbles on a bank robbery.
As the stocking-masked robbers escape by car, one of them fires a shot,
hitting him in the chest and sending him crashing to the ground.
As he comes round on the pavement, the man realises he has been saved
from serious injury by the copy of James Joyce’s Ulysses in his breast
pocket which took the bullet’s impact.
The relief of the man at having escaped death quickly turns to outrage
as he sees what damage the bullet has done to his favourite novel. A
voiceover asks: ’Love books? Buy online at BOL.com.’
The commercial was written by Tim Harris, art directed by Max Landrak
and directed by Dominic Murphy for Blink Productions. Media planning and
buying is through Walker Media.
Russ Ackerman, BOL’s UK marketing director, said: ’BOL aims to be the
pioneer and seize leadership from our online rivals.’
BOL.com, which launched in the UK seven months ago, claims to supply
every book currently in print in Britain.