Case Study
In a context where gift options are increasingly diverse and technology-driven, Penguin Random House wanted to highlight the value of books as a meaningful present in their Christmas campaign. The publisher needed a piece that would not only promote their titles, but create an emotional connection with the public — reminding them of the importance of reconnecting with the things that truly matter.
Challenge
To position books as the perfect Christmas gift through an audiovisual campaign that conveyed warmth, emotion and human connection. The piece needed to highlight the role of literature in people’s lives, moving beyond the idea of a book as an object to transform it into a shared experience.
Solution
Penguin Random House entrusted IMAGINA with the creation of their digital campaign, centred around the emotive spot “La magia de regalar libros” (The Magic of Gifting Books). The video captured the ability of books to connect generations, stir emotions and create shared memories, conveying the message that a book is far more than a gift — it’s a doorway to new experiences.
Results
Major Media Impact
The spot generated widespread coverage, with prominent mentions in specialist outlets such as IPMARK, Marketing Insiders, PR Noticias and Marketing Directo, all highlighting the emotional depth and originality of the campaign.
Increased Conversion
The campaign strengthened the positioning of Penguin Random House as a publisher committed to the promotion of culture and literature, boosting online conversation about the importance of gifting books at Christmas.
A Message That Endures
Beyond a seasonal campaign, “La magia de regalar libros” consolidated the image of the book as a gift that moves, inspires and transforms.
