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Design & Conceptual Thinking
Key facts
Company: Cambridge University Press (CUP), a global publishing institution and the publishing business of the University of Cambridge since 1534. “The world’s oldest and most respected publisher”.
Project: Global launch of the Fourth Edition of the English Grammar in Use.
Objectives:
- Advertising the new edition of the grammar to different markets across the globe.
- Delivering an efficient campaign, demonstrating maximum ROI whilst ensuring complete cost efficiency.
Results
· Launch of the campaign to global customers.
THE BRIEF
Cambridge University Press (CUP) commissioned Happy to work on the concept behind the adverts for their new edition of the world’s favourite English Grammar in Use. Widely known, the grammar is used by young and mature students, independent learners and teachers worldwide. As established during Happy’s DISCOVER phase, the concept was to consider the vast audience, showcasing the grammar’s availability as a book and also online. CUP also wanted the campaign to have a different feel to previous ones, showcasing the Grammar in a different light.
THE IDEA
Happy's CREATE phase concuded that the best way to portray the message was by using real people, as users would relate easily to them. With the headline “Love language, love choice, love grammar”, Happy showed the new edition of English Grammar in Use 4th Edition in an innovative way, transmitting the passion for the language, the interaction offered by the grammar and showing users in their usual environment. Happy organised a photo shoot to achieve the right look and feel for the adverts and the models were carefully chosen to cater for each of the main markets of the publication.
English Grammar in Use 4th Edition Posters
THE OUTCOME
As per findings through Happy's CONNECT phase, the advertising campaign was rolled out with the production of exhibition and online materials.
Cambridge is happy because… “Happy played a central role in putting together print and digital designs for the launch of one of our global products. From the very start, they were keen to get a good understanding of the creative brief and came up with a range of ideas for us to choose from. We are delighted with the end products, which were delivered on time and to a very high standard, and would recommend Happy marketing and design services to any business looking to launch a new product or re-fresh an existing brand.”
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