[CHALLENGE]
In 1935, Penguin revolutionized the paperback market. 85 years larer, the want to heighten the reading experience and enhance the reader's relationship with books.
[TARGET AUDIENCE]
18 to 30-year-old readers. They are time-poor and tech-savvy. They are keen on ethical products, conscious consumption, and having a positive impact on the world.
[INSIGHT]
65% of readers prefer the tactile experience of a physical book. Unfortunately, this often ends up coming at the cost of the planet.
[RATIONALE]
Readers don’t buy a book for its cover. No matter what packaging Penguin books come in, their stories remain intact.
002. [DIGITAL]
It takes one tree to make 8,333 pages. Penguin's website displays the environmental impact of choosing a Naked Book on the trees saved. We promote them using social media ads targeted towards avid readers, allowing them to order the books from the website with a simple swipe-up.
003. [PRINT]
We also create simple, naked print ads using recycled paper and organic ink. These are put in magazines and put up as posters.
004. [OOH]
We create see-through billboards with a single page from the books to build intrigue and drive home the message that the Naked Books are about beautiful stories, no fluff.
005. [ACTIVATIONS]
We create the ‘Naked Bookshelf’ - a section dedicated to the Naked Books in some of the world’s most popular bookstores.
