Teenagers lying in bed at night, their faces illuminated by the glow of their smartphones. They are not looking at the screen, they are using the flashlights to read. These are the powerful images created by Fnac France in its new advertising campaign, with which it presents books as an entertainment alternative and encourages new generations to regain interest in reading.
Developed by the creative agency Publicis Conseil and together with the photographer Ale Burset, the company has launched “Une autre addiction est possible” (Another addiction is possible). This is a series of photographs that try to present books as a pastime that is equally or more attractive than screens. Fnac’s intention is to promote reading as a modern, desirable and emotional option.
The graphics, which only show the brand’s claim and logo, subvert the codes of screen addiction with the intention of surprising and capturing the public’s attention. Launched on April 7 in outdoor advertising, it conveys a clear message about the habit of reading as a “good addiction”, essential to awaken curiosity and personal development.
According to the company in a statement, it is launched in parallel with the publication of a report by the Center National du Livre (National Book Center) on reading among young people. It points out that they spend an average of only 19 minutes a day reading, compared to 3 hours and 11 minutes in front of screens. Also that one in three young people between 16 and 19 years old does not read at all; or that 39% of French people feel that their reading time has decreased, the highest figure in the last ten years.
It should also be noted that France is currently working on prohibiting access to social networks for minors under 15 years of age, and is also studying prohibiting the use of mobile phones in schools. These initiatives follow those already approved in Australia or those proposed by the Government in Spain.
In this sense, beyond its promotion as a bookstore chain, “Une autre addiction est possible” is part of Fnac’s social commitment to culture. ”Sometimes reading is approached in a way that creates anxiety and stigmatizes young people; However, as adults, we also need to reconnect with the pleasure of reading and share it with new generations.“; commented Florence Lemetais, Commercial and Marketing Director of Fnac Darty, in a statement. ““We want to involve the general public in this committed and joyful movement”.
For their part, the agency points out that the campaign reinforces Fnac’s brand positioning and relevance. “There is no more emblematic struggle than reading among today’s youth. We have a whole generation that has not yet realized that a good book can be even more addictive than a screen. And much more powerful”said Marco Venturelli, CEO/CCO of Publicis Conseil.
The outdoor advertising campaign is complemented by various initiatives in stores and social networks to expand and enhance the impact. Thus, the brand disseminates reading recommendations and selections for all ages on its channels, and organizes meetings with authors and experiences for adults, teenagers and children in its establishments.
It also promotes collaborations with content creators to promote reading among young audiences, and with the television program “Quotidien”. Additionally, Fnac is offering an additional 20% discount from April 3 to 26 on all second-hand book purchases through its Fnac Reprise service.
