PENGUIN BOOKS
LOGO FOR THE COLLAB
Penguin's initiative targets 14-16-year-old Gen Z males, aiming to reignite their interest in books beyond the school setting and showcasing the inclusivity and enjoyment that literature can offer. The campaign, formed in partnership with Manchester City Football Club, introduces a visually engaging logo representing the shared interests of football and reading. Focused on breaking the association of reading with schoolwork, the initiative leverages research indicating the popularity of football-themed books among the target audience. The campaign centres on footballers from Manchester City discussing life-changing books, promoting a diverse range not typically found in school curricula.
Named "Power in Your Hands," the campaign draws a parallel between the physical interaction with both footballs and books, suggesting that books hold the power to assist in achieving dreams. This title, also serving as the hashtag, provides versatility for potential future expansions into e-books, smartphone media, and collaborations with other sports or athletes globally. The tagline, "Check out your favourite player's favourite book," serves as a direct and playful call to action, perfectly aligning with the casual language preferred by the target audience.
STORY BOARD FOR YOUTUBE AD
The main advertisements will be concise 30-second clips, catering to the short attention spans of the younger generation, suitable for platforms like YouTube, TikTok, and Instagram Reels. Additionally, longer 10-minute "video essay" style content will be available on Penguin's YouTube channel, aligning with emerging market trends. TV ads will be strategically placed on online streaming services, including YouTube, 4 on Demand, and Now TV, particularly during football matches. The art direction of the TV advert adheres to Penguin's established house style, ensuring visual consistency. The aesthetic reference for the TV advert draws inspiration from the 2020 "Begins with a Book campaign," reflecting similar brand archetypes of caregiver and belonging, crucial for connecting with the target market.
The campaign seamlessly spans various media platforms, both physical and digital, utilising a consistent logo that maintains visibility across different scales. Applying the campaign logo to football kits worn by players and fans creates positive associations, especially when seen at stadiums and during games, enhancing mass media coverage. The advertising strategy strategically targets channels where the audience engages during their free/social time, aiming to dissociate reading from school in the audience's minds. By fostering this shift, the campaign encourages organic growth through audience interaction and sharing within their social communities.
A dedicated page on the website serves as a central hub for the campaign, showcasing the book collection, facilitating easy access, and allowing users to explore selected players' books. Physical books in stores will feature a campaign sleeve, providing a brief description and linking the books visually to the campaign. The campaign operates on selling books through the footballers' association, maintaining both Penguin's and Man City's branding without altering the book's appearance, while the sleeve serves as a self-promotional tool.