Online campus bookstore efollett.com began a $10 million,
multimedia advertising campaign that includes national television and radio,
national magazines and on-campus media vehicles.
The campaign, created by Tom Reilly Advertising , encourages college students
to “Get out of Line” and order their textbooks and collegiate merchandise via
efollett.com.
“efollett is part of the new breed of ‘click and mortar’ businesses that
combines the convenience of the Internet with the service abilities of an
actual storefront,” said Tim Dorgan, senior vice president of e-commerce for
efollett.com. “This campaign was designed to maintain efollett.com’s
leadership position.”
The advertising features a series of whimsical television commercials that
show the absurdity of waiting in line. “We knew the advertising had to be fun
and yet smart all at the same time,” said Tom Reilly, chairman and chief
creative officer for Tom Reilly Advertising. “College students are a very
savvy audience.”
efollett.com serves more than 4 million students and has online booklists for
more than 800 college campuses including Stanford, Georgetown, Rutgers
University, University of California Berkeley, Notre Dame and Michigan State.
Through its partnerships with 800 college campuses, efollett.com offers
immediate access to more than 16 million textbooks that can be picked up
on-campus or delivered anywhere in the United States.
Tom Reilly Advertising is a $50 million full-service advertising agency.
Clients have included Starkist, Tootsie Roll, Bissell and Chuck E. Cheese
among others.
