2. Introduction
• We were asked to “Produce the plans for an
advertising campaign that will rebrand a
product, which usually targets an older or
younger audience, to target teenagers.”
• We chose Books and Classic Novels
3. Product Values Brainstorm
Memories
Classic
Novels
Educational
People can
have
connections
to books
Escape to
another
time/place
“Classic' - a book which
people praise and don't
read.”
― Mark Twain
4. Product Research
Have you ever read a
20%
10%
70%
classic novel?
Yes
No
Whats a
classic
novel?
How often do you read?
11
5
4
12
10
8
6
4
2
0
All the
time
Now and
then
Never
Surveyed 20 people
5. Book Covers
Modern Book Covers
• Colourful
• Intriguing
• Full of images
Classic Novel Book Covers
• Simple
• Dull
• Boring
6. “Don’t Judge a Book by its Cover”
• Although told not to,
90% of teens judge
books by their cover
• One way to make classic
novels more appealing
are to redesign covers.
• Use colour and images
to make them more
intriguing.
7. Advertising
• “Teens mind being advertised at, but not
being advertised to”
• Studies show that teens like simple things and
do not like to have to comprehend a lot
• New advertisements for books would be
simple and effective
(see advertisement attached)
8. Books V.S eBooks
• Children love eBooks and think they're "fun and cool“
• The notoriously hard to please 13-17 demographic still
think they're embarrassing and un-cool.
• Despite the fact that adults are mostly convinced that
readers and tablets are the way of the future, teens are
still clinging to the past, with,
• At recent study at a conference on children's books
66% of teens admitted that they prefer things printed
on actual pages.
9. Books V.S eBooks
• The statistics which come from two consumer
studies, illustrate the fact that despite the
publishing industry's worries printed books
are still relevant, even to teenagers
• Its the lack of very specific technological
advancements that is keeping teens back
• “Teens like using social technology to discuss
and share things with their friends and eBooks
at this point are not a social technology "
