Aquabooks-Customer & Campaigns
At the end of this semester, our last task was to choose a current brand as our FIRST customer of our own media company that we established last time.
Of course it has to fit our company’s philosophy and advertising concepts. For example, our own company- COMedia- takes humor as an advertisement technique and focuses on anti-discrimination activity, so our customers should have such features too.
After consideration, we decided to create a brand by ourselves. We set up a company named “Aquabooks”. It is a product company produces water-proof books and it’s also a publisher.
We choose it because its values correspond to our CO-Media company’s.
Basic Information about Aquabooks:
As we said before, Aquabooks Company produces water-proof books so it’s main purpose is to make reading easier and to add more interests to life. Just imagine, isn’t it interesting to read in water? Well, since there are so many water sports, Aquabooks can also promote water exercising.
As for the value, as a cultural company, it focuses on social and cultural problems such as fighting against discrimination and stereotype. Therefore, it encourages reading and water sports as well as promotes social equality.
As a waterproof paper book publisher, its target group focus on water activity fans and paper book lovers. Nowadays many people start to read ebooks but many people still love to read paper books, Aquabooks is for those people.
Marketing strategy:
From COMedia’s standpoint, we help to host campaigns to promote the values and seek economic benefit:
We host campaigns and design ads combining reading with exercise, promote an idea that reading is everywhere, help to discriminate some social stereotype and promote the product. And for sure, we will give full play to our creativity and create a unique advertising mode to Aquabooks, so as to leave a deep impression on the audience, make them remember the brand and promote product sales.
CAMPAIGNS
For example, we organize competition combining water sports with reading with theme of LGBTQ, disabled and stay-at-home dad, etc. Getting vulnerable groups of people involved and let society hear their voices. Or we can host periodical read-in-water activities.
Periodical activities can strengthen brand image and leave a deeper impression to the audiences. Also, by the campaigns, we promote the idea that reading is everywhere.
ADS DESIGN
Nowadays, people’s pace of life is so fast, they may feel bored to watch a long commercial. So we don’t want our ads to occupy too much time, we just want them to leave a deep impression to the audience — — we design short, fast-paced video ads to adapt to the audiences’ fast pace of life.
We have 3 ADS TYPEs:
- Real customer’s experience
- Small story
- Character interview
01 CUSTOMER’S EXPERIENCE：
We don’t design the content of the ads, we just record the slice of life of the customers who use aqua books.
For example, we can take video when they read on the beach, in the bath or play with water, to show a good state of life when they use the products. We plan to show 3 or 4 people in one ads and subtitle their personal informations like names and ages to show that they are real customers rather than actors.
02 CHARACTER INTERVIEW:
We interviewed people who were vulnerable to bias, like what we said before, LGBTQ, stay-at-home dads, and disabled, etc. who participated in the campaigns AquaBooks hosted.
On the one hand, we help them have a voice,which matches the brand’s value. On the other hand, we promote the campaign and sell products.
03 SMALL STORY:
In this part, we brainstorm some humorous plot which can be acted by actors. Usually, the stories are short, funny and highlight our products.
Here are some of our works:
Here is our powerpoint for reference:
