Australia’s oldest bookseller, Dymocks will launch a national television advertising campaign for the first time in 8 years.
Titled, ‘Shop Your Locally Owned Dymocks Store This Christmas’, the campaign will leverage the resurgence in book popularity following months of Aussies being kept indoors.
The television campaign is also inspired by the actions of community members and Dymocks franchisees, including Toowoomba’s Janelle Fyson who personally delivered books, games, puzzles and activities on her motorbike to her local customers during lockdown.
Gail McWhinnie, Marketing & Loyalty Manager at Dymocks said of the campaign, ‘Dymocks is Australia’s oldest bookstore with stores all over Australia. During lockdown we saw some wonderful community spirit which highlighted how important books, puzzles and activities were to people. Our tv ad is a celebration of this community spirit that encompasses the Dymocks culture.’
Dymocks appointed Sydney-based film production company WALRUS to produce the ad. Key creatives Matt Maule and Tom Stephens developed the script and storyline amidst managing multiple changing parameters including location and actor availability due to Covid-19.
As a result, the ad was filmed in a variety of locations including Nowra, Greenwich and Alexandria, with a mix of studio and external production.
The ad is currently screening via free-to-air and pay TV.
