Colombian Bookstore Chain Takes Top Honors at ANA Echo Awards Gala
NEW YORK (April 15, 2021) — Libreria Nacional, a Colombian bookstore chain, took top honors today at the 2021 ANA International ECHO Awards, announced during a virtual awards ceremony in conjunction with the 2021 ANA Data & Analytics Conference.
Libreria Nacional was presented with the Diamond ECHO Award, which recognizes a data-inspired advertising/marketing campaign that represents the highest standards of strategic and creative excellence combined with clear and measurable market performance.
Founded in 1929, the International ECHO Awards recognize original ideas and brilliant execution and are considered by many the leading global award for today’s data-driven storytellers. Past winners have included global client-side marketers, agencies, and consultants who have displayed exceptional command of data-driven marketing methods.
“The ECHO Awards are among the ANA’s most prestigious honors that our association bestows each year,” said ANA CEO Bob Liodice. “The extensive international participation in this competition makes these awards particularly competitive, and we are happy and proud to extend our congratulations to the winners.”
Libreria Nacional won the Diamond ECHO for a campaign called “Tinderbooks,” which was created by the company’s ad agency, Bogotá-based Los Goodfellas. The goal of the campaign was to increase bookstore visits during the three-month duration of the campaign and increase sales by 5 percent.
To attract new readers to Libreria Nacional’s stores, the campaign targeted users of Tinder by creating profiles in the social media dating app for famous writers such as Andres Caicedo, Alejandro Dumas, and Lewis Carroll, and others, seeking a match.
“Perhaps fascinated by the interesting profiles or by the curiosity of finding out what a flirtation with Virginia Woolf or Edgar Allan Poe could come to, (Tinder users) ended up interacting in real time and in an entertaining form with them,” according to the award submission. After establishing a rapport with the authors via their profiles, Tinder users were encouraged to “meet” them by visiting a bookstore, where they would also receive discounts on books by authors they “met” on Tinder.
Additionally, in an award sponsored by the United States Postal Service, Sodimac and Maestro Perú, a chain of home improvement stores, won the Gold Mailbox Award, a special commendation that recognizes the most innovative use of mail, whether as a solo effort or a major component of an integrated campaign.
This year’s competition attracted entries from over 20 different countries, and each region of the globe was represented with entries. There were a total of 71 winners in 27 categories who received Gold, Silver, and Bronze awards. More than 300 marketing executives representing 23 countries served as judges for the competition.
A full list of this year’s ANA International ECHO Award winners is available at www.echoawards.org.
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