Thalia Brand Campaign

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":

“World, stay awake” at the Frankfurt book fair.

An interactive exhibition stand links the activities at the fair with social media. Result: With only 300.000 visitors at the fair Thalia reaches 3 million unique users.

Campaign kick-off

The most important industry representatives gathered for the campaign launch at the Thalia Future Conference in Munich. At the end of the night, competitors wanted to become part of the campaign.

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%.