"Phoenix Books" is a second hand book store where you can buy great classic literature for little money. The idea was to remember people of their childhood heroes, like Harry Potter or Sherlock Holmes.
The campaign wants to target those who have already read those books or who finally want to meet those famous personalities for a small amount of money. The statistic on the ad shows the customer some informations about the book, e.g. how many of a certain book is available at the moment and which versions or languages the store has.