Brief&Audience
Millenials
Break from emails and social pressures see friends; exercise, read a book. Eliminate distractions
Reduce blue light; reduce brain activity before bed
Reduce stress: Create time: Be present: Better sleep: Simplify your life Increase your creativity Increase production
born between 1980-2000 - young adults starting jobs grew up in the age of technology lower employment self care and wellness is significant educated, and self aware less commited than previous generation fast paced lifestyle social media advocates affinity for technology less affected by advertisements Responsive to adverts that create chhge or advocate for worthy causes
Well travelled, and culturally aware
Freelance is a popular occupation title, along with social media influencers- alot of time spent on phone
Reading online is popular - less time to sit down and read a book due to fast paced lifestyles
Tech-obsessed younger people are finding that holding a book in their hands can “fill an important void preference for printed books overE books still
Occupation: Intern at a software development company Status: Single; on dating apps
Location: Greenwhich, London
Behaviour: hyper-social (online and Offline); Tech advanced; well educated; value's travel and life experience; environmentalist; career driven.
Occupation: Graphic designer
Status: Single, recently out of a long term relationship
Location: Camden, London
Behaviour: Active feminist; creative; tech savvy; social; vegan; well educated; interested in fashion; aware of current global events; Coffee shop junkie.
24
Occupation: Market research analyst
Status: Long term girlfriend
Location: Brixton, London
Behaviour: Hard worker; avid social media user; social, large friendship group; likes to read; visits coffee shops regularly; career driven; hipster; friendly; approachable.
Images sourced from google images.
Population of 9.425 million (2021)
Fast paced - work commute; always somewhere to be popular mode of transport is underground tube/ walking
Highly industrialised Lots of parks for socialising and getting fresh air Largest city in the UK (highest population) Highest population of millenials (25+) Most diverse city in the UK
To begin brain storming possible ideas for the ad, I looked at existing ads related to books / bookstores. This provided me with successful elements and ideas to include in the ad.
Images sourced from google images.
To inspire ideas and further the research, analysis of ads promoting the opposite topic helped create some potential touch points for the concepts.
Images sourced from google images.
I created a problem statement mind map to develop ideas and possible concepts, enlightened by the audience and topic research. This allowed me to understand what the advertisement should aim to tackle/target and what insights are significant to the topic and audience.
The crazy eight processes was a research method where limited time was given to sketching ideas quickly. With the problem statements in mind, this encouraged spontaneous, 'crazy' ideas; that could develop into the final concepts. My initial crazy 8s included a mix of text and illustration, which can be explored further in further idea development.
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Idea: Guerilla advertising. Dotted around famous streets will be giant iPhone/ iPads, each with a different message highlighting how technology cant replace a book. A QR code will be at the corner of each ad that gives the nearest local book store postcodes. This will encourage the audience to go.
Insights: The touchpoint will be guerilla marketing and social media ads, including the QR code to local book stores.
Location: The location will be on the famous streets of London; Carnaby Street, Oxford Street and Brick Lane and Instagram
Audience: The location is strategic as it interacts with the target audience (millennials); as informed by the research, many millennials reside or visit London and spend much time on social media, which will meet those outsides of London.
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Iphone Fig1 Carnaby:Fg2
Carnaby street: large scale phone replica with a 'Broken screen'
Oxford street: large scale iPad replica with an intelligent digital technology where you cant read the main body of text in sunlight; you can only read it in the dark (like trying to read a book on your iPad in the sun).
Oxfordstreet:Fg5
Idea: Guerilla advertising. Illusions whereby books create an essential infrastructure that we use every dayreferring to books being a necessary aspect of being human and what we do/how we act.
Insights: The touchpoint will be guerilla marketing to create interest and interaction.
Location: The location will be on the famous streets of London; Carnaby Street, Oxford Street and Brick Lane.
Audience: The location is strategic as it interacts with the target audience; as informed by the research, many Millenials reside or visit London. It will also gain traction through consumer advertising as it will present photographic opportunities consumers will upload to their socials.
This will be centred in a popular park like Hyde Park(photographic opportunities for audience.
A bench in the shape of a book - highlighting the idea of books being the 'spine' of society.
Escalators in the underground, where each step is a book spine Crossroads are located in a busy street, where the zebra crossing is book spines.
INFORMED BY THE CRAZY 8S
Idea: Informed in the research, Millenials value self-care, including mental and physical well-being. This concept, therefore, will revolve around the concept of 'self-care'. The idea will be social media-based, with facts involving the benefits of reading a book and the detrimental effects of spending too much time online. Due to the satire of a social media campaign, telling the audience to get off- the concept will revolve around gentle reminders - inspired by the iPhone feature 'screen time'.
Insights: The touchpoint will be mainly a social media campaign with press ads in magazines
Audience: The location is strategic, specifically with the press ads and social media. It will also gain a larger audience all over who use social media. It will target the nostalgic, comfort and gamily oriented millennials by encouraging them to 'make time'.
Starting to develop further on concept 5, derived from crazy eight research methods - retro movie posters inspired the design of the poster series.
Text explanation: 'Phones killed the story' -this slogan was inspired by the pop song 'video killed the radio star' - a nod to the new wave taking over the previous one. The font used was inspired by retro movie posters - bold and nostalgic for millennials. Illustration style explanation: The illustrations are simple with slight colour; this conveys how, by the characters being on their phone, they lack colour (imagination) unlike the original story.
style 1 style 2
General Idea: When creating the mind map for potential ideas, a prominent theme was imagination and fairy tales; connecting these, this concept blossomed. Integrating the concept of being online and how this ruins stories / infringed on the popularity of book stores Series: Created a series to relate to all personas within the target audience - all the characters used are from popular books well known by Millenials - possible integral stories of growing up - playing on the idea of nostalgia
Iphone in illustrations: fig 1
Little Red Riding Hood; Alice in Wonderland
The Lion the Witch and the Wardrobe
Iphone in illustrations: fig 1
Rapunzal; Harry Potter
Little Women
Theyaredisplayingtheposterseriesaround thestreetsofLondonandinthe underground(saturatedwithMillenials, specificallyaroundpublictransportareaswhichareusedeveryday
General Idea: A millennial is trying to relax after a long day at work, and by doing so, he is reading a story he has had on his to-do list for a while. However, he keeps getting interrupted by his phone notifications.
The podcast ad will be during a famous influencers podcast or before a true-crime podcast (both popular with millennials)
Like the poster's imply- phones ruin the story - using the same tone and voice to conclude the podcast ads, with the same slogan as the poster, creates some coherence with the campaign Podcasts are popular amongst millennials (the generation that listens to products the most - where 48% were weekly listeners [Inside Radio, 2020])- as its a way to educate themselves and stay in tune with the world around them (identified as a trend in the research); therefore, this ad will reach the targeted audience, and hopefully create a reaction. (put down their phones (silence them) and buy a book.
By creating an Instagram page, the campaign is accessible via an an integral aspect of millennials lives - social media Each post is thought provoking, and cohesive with the style and voice of the other touchpoints. This allows the audience a more engaging and interactive way to receive the message. Using hashtags encourages the audience to repost or reuse the style to create their version of 'don't kill the story, and also allows them to request their favourite characters alternate version.
Fig 9: Fig 10:
This could develop into short stories on YouTube (illustration like short movies) of the characters acting out famous scenes in the book. But with the addition of the phone 'ruining the story.
DISCONNECT TO CONNECT
General Idea: Trending on the central platform 'TikTok' is the idea of a POV (point of view). Integrating these millennial colloquial into ads targets them, engages them, and relates nicely to this campaign's concept
To relate to the posters where the characters are viewed on their phone from a viewer's perspective, this ad plays on personalisation through utilising the POV trend We - as the viewers, are the character in the book on the phone This gives a first-hand glimpse into how the story would be changed entirely, less romanticised and less attractive. This will engage the audience and hopefully inspire them to go offline and properly enjoy a book from a local book store
store.
Advertising going to the book store to millennials, a generation who grew up with the evolution of technology, would be tricky At 93%, millennials have the highest internet usage penetration (Fromm, 2015), so advertising for them to go offline presented a challenge Researching significant trends within the millennial market was essential to gaining insights into how to advertise to them; Research provided that they value good messages and don't trust traditional ads, whilst sourcing most of their information from word of mouth or social media.
and visiting book stores
Significantly with the coronavirus pandemic technology, dependency grew massively, presenting health issues in terms of mentality and physicality Millennials hold the title for spending the most time on their phone (Shibu, S. 2020). Looking at past ads, the theme that stuck out to me the most was imagination and how little we have if we spend all day online Imagination is presented as a good starting point for the final concept
I experimented with concepts that focused on the benefits of reading books and the detrimental effects of spending too much time online This encouraged millennials to seek self-care in a local book store. However, my final concept, 'disconnect to connect,' showcased the imagination's distraction and burden of phones
message whilst remaining lighthearted and creative.
The research was vital to finding the right illustration style and what text was appropriate to relate to the target audience. By subtly targeting a different issue that comes with not taking time offline, in each poster series, the ads can connect to various subcategories of the target consumer - touching on mental well being, social well being and physical wellbeing
To develop the concept further, look at different touchpoints that would effectively encourage and interact with millennials Research and analysis of varying past effective advertisements formed insight into my chosen touchpoints:
Poster series (billboards) Podcast Ad Social media campaign Press Ads (magazine)
Research into reading books showed many health benefits, which aligns with a macro trend in millennials (self-care); this was good leverage to market millennials to reading books
To do this, I utilised famous book characters that would present a feeling of nostalgia and familiarity in millennials (target audience) and added phones to the story The addition of technology in an out of place scene in a well-known book created a thought-provoking
Each aspect had to be coherent and cohesive throughout the campaign to be recognisable and leave an impression. Each concept element needed a sense of individuality to relate to at least one person of the target audience (identified in the research)
Fromm, J 2015 Branding to Earn Millennials’ Trust Wharton Magazine [Online] Available from: https://magazine.wharton.upenn.edu/digital/branding-to-earnmillennials-trust/
Shibu, S 2020 Which Generation Is Most Dependent on Smartphones? (Hint: They’re Young ) Entrepreneur [Online] Available from: https://www entrepreneur com/article/360098
Figure 1: Mastepanov, S 2017 Phone repairs flat design sign [Online] [Accessed 11 November 2021] Available from: https://www.istockphoto.com/vector/phone-repairs-flatdesign-sign-vector-illustration-gm817849738-132411575
figure 2: City-Walks n d Carnaby Street [Online] [Accessed 16 November 2021] Available from: https://www citywalks.info/London-en/Carnaby-Street.html.
Figure 3:Instagram 2021 Screenshot from Instagram Feed [Online] [Accessed 2021] Available from: Instagram com
Figure 4:FreePik n d. Digital device mockup Free Vector [Online] [Accessed 15 November 2021] Available from: https://www.freepik.com/free-photos-vectors/ipad-mockup.
Figure 5: Hotels com n d Oxford Street in London [Online] [Accessed 14 November 2021] Available from: https://www hotels com/go/england/oxford-street-london
Figure 6 Mockup World n d Open Magazine Mockup [Online] [Accessed 16 November 2021] Available from: https://www.mockupworld.co/free/open-magazine-mockup/.
FinalConcept;Touchpoint1Images:
Figure 7: Mother Design & Henry London n d Henry London Ad [Online] [Accessed 13 November 2021] Available from: https://www motherdesign com/work/henry-london/
Figure 8: Twitter: @MadebyLayers n d Layers: Warren Street Tube Station [Online] [Accessed 12 November 2021] Available from: https://mobile twitter com/madebylayers
Figure 9: Canva n.d. Iphone 21 [Online]. [Accessed 13 November 2021] Available from: https://www canva com/design/DAExxWiDmGQ/kfYGZrRMhjh diGSU92teZw/edit
Figure 10: Canva n.d. Iphone 7 [Online]. [Accessed 13 November 2021] Available from: https://www.canva.com/design/DAExxWiDmGQ/kfYGZrRMhjh diGSU92teZw/edit
Figure 11: Screenshot from my own iMessages.
Figure 12: Mockup World n d Open Magazine Mockup [Online]
[Accessed 16 November 2021] Available from https://www mockupworld co/free/open-magazine-mockup/