They asked Way back when, after they first went public, Borders wanted an identity. Though the nation's two biggest booksellers seemed similar, Borders and Barnes & Noble were decidedly different. Borders wasn't sure how to express that difference. So they asked us to do it.
We answered with a campaign that had little to do with literature, and everything to do with human curiosity. No matter what you were curious about, you could "Find Out" at Borders.
This happened Borders grew by 200 stores and $100 million in revenue. And a brand-driven co-op program with book publishers increased sales by 11%. Gift card sales also increased 38%.