Books / HIGH-UP ADS
What are you in the mood to read?
Campaigns built around readers’ interests.
See what we did ↓We built campaigns and copy around reading genres, with separate communication for new audiences and people who already knew the store.
The starting point was the reader.
A catalogue tells people which books are available. An ad needs a reason for someone to open one. We organised promotion around reading genres and the books being advertised.
That gave the campaigns and copy their direction. Every reader did not need the same message, as if everyone wanted the same experience.
NEW ILLUSTRATIONS / NOT THE CLIENT’S ADS
One bookstore.
Different reading moods.
“One more chapter. Then I’ll sleep.”
An angle about the curiosity that keeps someone reading. Its destination would continue with the relevant genre selection, without spoilers or a detour through the whole catalogue.
“Where shall we go without going anywhere?”
An angle about discovery. The books selected need to support the promise, with a clear reason for grouping them together.
“What do I want to understand better?”
An angle around a reader’s real question. It does not promise that a book will fix their life; it explains the subject and who might find it relevant.
A HIGH-UP ADS demonstration. Illustrative content, independent of the client’s materials.
A first visit and a return visit need different conversations.
We separated new audiences from people already familiar with the store. The first group needed a reason to become interested. For returning visitors, communication could build on an existing connection.
The documented contribution is campaign structure and creative work. The examples above were written specifically for this presentation. They do not expose the titles, covers or ads used in the project.
The product may be the same.
The reason can change.
We carry this into other categories: start with what someone is looking for, then decide how to present the offer. Reading genre gave that difference a practical campaign structure.
MORE OF OUR WORK
From “where next?” to choosing your seat.
HIGH-UP ADS