WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/another-addiction-is-possible

“Another Addiction is Possible” is a magazine ad campaign by Fnac, which is France’s largest bookseller. In the images, a younger child is holding their phone and using the flashlight feature to read a book in a dark room. The appeal that evokes an emotional response is a bit of humor and irony. Current messaging in society around cell phones is that the younger generations are addicted to their digital devices, and the ad’s tagline implies reading as another addiction that may be possible.

The objectives of the ad campaign are to encourage children to read more and for their parents to help them read more. An additional objective is to make reading look engaging and fun. Through these objectives, Fnac can likely sell more books.

The target market for the ad campaign is children aged 8-15 and their parents. The ad wants the audience to buy more books and begin reading, hopefully as a positive form of addiction. If the action is taken, the audience member will benefit from reading and the positive effects it brings. The value proposition of reading is that it can replace phone addiction among the younger generation.