One in four people has quit reading books. Netflix, Insta and the like strain our attention. That's why we developed a new brand mission for Thalia: make sure our minds stay awake. With the following 360 degree campaign, Thalia has become the pioneer for an entire industry.
We launched the new brand identity across all relevant classical and digital channels in Germany and Austria, including a bespoke campaign for 2000 Thalia employees.
Everyone is talking about „purpose“. Thalia is making sense for over 100 years now.
The activation campaign "Wednesday is reading day":
Result: In a shrinking market, Thalia grows already in the first campaign year. In the second by 6%, in the third, despite Corona, by another 6%.
