Penguin

BRAND LAUNCHING CAMPAIGN FOR PORTUGUESE MARKET

Context

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This document shows an idea to introduce Penguin into the portuguese market with some brief analisys and contexts about it.

It's an opportunitie for Penguin to build some ground between the comunity necessities and the brand products.

Modern orientated brands have the chance to make the difference, to inspirate changes and to be remembered by generations.

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About

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Portugal is a market full of opportunities for brands that want to make the difference.

That's why we're bringing this idea to Penguin.

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Penguin is a brand that delivers history to their clients in form of stories.

Every book connects his story with the ones who interpretate them.

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I HAVE A STORY TO TELL YOU.

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Like Penguin, Portugal is also proud of his heritage.

You can check it on our national anthem.

“Dos teus egrégios avós, que hão de guiar-te à vitória”.

"Of your great grandparents, who will lead you to victory. "

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The Gap

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Centralization resulted in a huge gap betwen our eldery and younger generations.

This means that our older people have been cruely separated from the most instructed and cult generations that Portugal have: their sons/daughters and grandchilds.

Our older people never had the chance to became cult.

Their instruction stopped by the 12’s, or the 11’s or the 10’s, depending on the age they inevitably start working to bring food home.

By consequence, the concern to keep accesses to culture got lost in time.

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People need to be mental and phisical healthy to explore culture, need time to cultivate their interests and to educate their habits.

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REASON WHY Several public attempts have been made to instruct this countryside zones. Like 20 years ago, cinema cities, cine theaters and recreative associations have been built to colmatate this flaw.

But we forgot to take a step back and many of this cultural and social spaces are now empty.

It's a place that represents a cost for the autarchies without return of investment.

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Altought we're proud of our heritage, we have a problem with it in our country: Our heritage sustainers refused to left their lifetime homes, and because of it they have been deprived of one of humanity greatest luxuries: Culture.

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The Opportunity

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If our older generations are uninstructed and info excluded, how many great stories have they miss?

How many thoughts, insights, ideas, feelings and knowledge got lost in time by this phenomenon?

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We know how magnificient stories can be and how much progress it inspired.

Focus yourself in the story, not in the format.

Have you haver heard any of this ones?

In books?

In movies?

In paints?

In audio?

Well, they didn't know any, either way.

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Older people love to tell and hear stories, and we all know that a good story can be life changing.

Summary

So, we will use your audiobooks to tell them award-winning stories (based on books) that they've missed years ago when it doubted in movie theaters.

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What will happen?

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IDEA

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Forrest Gump, Lord of the Rings, Shawshank Redemption are stories that inspired generations.

This stories had their original version in books but they've reach is core target in a movie format.

How can we debuted it again?

Aged people don't have the skill to read subtitles.

Or to understand the storyline by images.

But in audio, oh, that's how stories roll in their life.

Where will it debuted it?

In the same place that they debuted years ago.

The nowadays abandonned cinemas.

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Missed Culture

Great awarded

Public health

stories

care with

that older

an auditive

portuguese never heard

audiobooks

tracking for aged people.

about.

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CAMPAIGN

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We know that could be hard to hear any story if our target got auditive difficulties (a common issue of our elderly fellows).

That's how Penguin can intervene in the community, briging a win-win benefit with their audiobook product.

While they're listen missed stories (oscar winning films, based in books) we will get them a free tracking of their auditive health.

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CONCEPT

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REESTREIA AUDITIVA

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ESTREIA PORTUGUESE TO ENGLISH GLOSSARY

REESTREIA

DEBUT

DEBUT AGAIN/REDEBUT

This slide explore the semantics of the concept.

Due the language translation it may not seem as

AUDITIVA

AUDITIVE

RASTREIO

TRACE/TRACKING

impactfull as the ideia, so I'll do a brief exercise.

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Headline Ouça como nunca viu.

Info No dia x de y venha ao cinema city x ouvir as melhores

PACKSHOT

histórias de todos os tempos.

Logo Reestreia Auditiva.

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SUPPORTS

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EVENT

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This event will reopen the abandonned cinemas for a day and re-debuted the great stories that this countryside zones have missed.

THE REOPENING

The idea is to turn this cultural spaces into a social club for a day, where people can enjoy the power of good stories and where public health care is monitored while they're listening it.

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The auditive tracking will be done during the listening of the story in a partnership

THE AUDITIVE TRACKING

with a local health care center.

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Listening an audiobook needs more than just the day of the event.

So we will summarize the storie for the event and let our guests pick their favourite one to take home.

After they pick the one they've liked most, we will offer them the book. I mean the audiobook, in a book.

A multimedia support with the apparence of a book

THE BOOK

This book have a screen inside and an audiojack/ columns to let penguin tell their great stories, everywhere.

With direct connection to the penguin audiobook app, eveyone can buy or offer more stories to their owners.

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ATIVATION

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We know that just doing the event is not enough to fullfill the cinema theater. We need to communicate directely to our target.

If this places have been shoutdown by low attendence, where can we grow this idea and get in touch with our target?

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We will invite elderly people with a special skill.

A predisposition to learn and know new interactions.

We will invite local senior universities to join the event and we will incentivate them to invite their closest friend. The ones who share the tea, the ones who share the coffee. The lifetime ones.

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THE END?

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This could be a distintive and educated way to enter in the portuguese market from Penguin and Portugal most proud value: heritage.

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TO BE CONTINUED...

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The main goal is to replicate the event to all country.

Afterall we want to reach all of our heritage and share knowledge with everybody.

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LET'S WRITE THIS STORY IN PORTUGAL HISTORY?

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