Tuuulibreria is a current project that allows people to access books and reading no matter their economic status. Located in Madrid and Barcelona, these bookshops are important to preserve the love of reading and knowledge. Unlike traditional book retailers Tuuulibreria has a unique selling point to differentiate itself from its competitors in the market. The idea behind the concept of the stores is that consumers can take the amount of item(s) that will fit in their hand and pay whatever amount they see fit for their selection.
Because of the Tuuulibreria philosophy, there’s a need to be able to communicate an encouraging message for consumers to pay more for their selected items, which was the primary challenge of the project. Setting a minimum would go against this notion and therefore taint what originally started the project in the first place. Through vigorous research it was concluded that a broad range of demographics still value and prefer physical books despite a technological boom and differing access to these resources, contrary to in store observations that saw an absence of younger people.
So I proposed a communications strategy/campaign that targets millennials to participate and drive traffic into these unique stores, emphasising the physicality of books and our natural curiosities to discover what’s underneath…a need find what is hidden.