Observed Signal · Sep 28, 2026 · Campaign Launch · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Ex Libris Launches Dynamic DOOH Campaign with Scannable Barcodes
Swiss bookseller Ex Libris has launched a new out-of-home advertising campaign, developed by Zurich creative agency Freundliche Grüsse, that turns product barcodes into visual bookshelves on digital screens. The campaign uses real EAN-13 barcodes from books with ISBNs, which are linked to Ex Libris' live shop data. When consumers scan a barcode with their smartphone, they are taken to a dedicated website (bookcode.ch) and see the current price of the book in the Ex Libris online shop. The dynamic DOOH ads run across German-speaking Switzerland, with multiple creative variants that are automatically updated weekly based on top-selling book charts. The campaign also serves as a functional tool, allowing users to scan any book with a 13-digit ISBN to check its price on Ex Libris. The initiative was implemented by Freundliche Grüsse in collaboration with Drop8, Ex Libris' media agency.
The campaign showcases an innovative use of DOOH technology integrated with e-commerce data, relevant to AdTech and retail media, but it is a regional campaign with limited industry impact.
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Key Takeaways & Evidence Grounding
- Ex Libris launched a dynamic DOOH campaign using scannable EAN-13 barcodes.
- The campaign was developed by Zurich agency Freundliche Grüsse with Drop8 as media agency.
- Ads run across German-speaking Switzerland on DOOH screens.
- Scanning the barcode redirects users to bookcode.ch and shows current prices from the Ex Libris shop.
- The campaign motifs are updated automatically weekly based on Ex Libris bestseller charts.
Ontology Mapping & Concepts
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