Moleskine Campaign Book : simplebooklet.com

CREATIVE BRIEFTHE CLIENTThey value the idea, "power of handwriting as anessential expression of human civilization"(Moleskine, 2022)Acknowledge tat "the world's mostextraordinary discoveries were born from wordsand sketches recorded by hand on a blank page."(Moleskine, 2022)"Put pen to paper, and unleash your uniquevoice." (Moleskine, 2022)WHAT?Advertising a brand of products that are exclusiveto global elite customers. Products that aretimeless and high quality that will be there forthem on every adventure. "Timeless companion"(Arminaña, et al., 2013, p.13)"As a brand, we stand for the possibility ofexpression yourself in all different forms."(Dodson, 2017)A series of versatile notebooks that contribute toa consumer's experience and quality of life.TARGET AUDIENCEDemographic: "People young in age or who considerthemselves apart of "global elite" (Arminaña,et al., 2013, p.13)Gen X who love the outdoors, qualityproducts, adventure, and more "old school"way of things. Geographic:People who tend to live a "nomadic lifestyle"who travel often and do not root themselvesin one place at a timePsychographic:Creatives who love to travel and have adisposable income. "global elite customers"(Arminaña, et al., 2013, p.13)Highly educated "Passion for culture and creativity"(Arminaña, et al., 2013, p.13)Media Habits"Positive word of mouth" (Arminaña, et al.,2013, p.11)OOH advertisements in airports or magazineson planes is how they get their media whiletravelling (Arminaña, et al., 2013, p.14)They tend to view their media via the internetand platforms like Facebook. AUDIENCE OPINION GOALPositive: Consistency with product qualityNeutral: Consistent "irritating flaws"Negative: "Too many caveats" (Pen Addict)AUDIENCE OPINIONRhodia Notebooks: French brand creating eco-friendly notebooks with smooth and durablepaper. Their faux leather-bound Rhodiarma issimilar to the Moleskine Notebooks. (Rhodia Pads,2022)Midori Notebooks: Simple, minimalist, affordablenotebooks. Japan's top notebook brand,specializing in traveler's notebooks. (MD PAPERPRODUCTS, 2011)Leuchtturm1917: Selling similar products ofnotebooks and planners. Similar brand aestheticand mission with their product.(LEUCHTTURM1917, 2022)BIG IDEAWHY BELIEVE?Moleskine notebooks will be portrayed as a sturdyreliable product that can be used for years tocome for every and any adventureThe product will be shown in slice-of-liferelatability to resonate with the viewer. EMOTIONSMoleskine notebooks are built to last through all oflife's adventures. Zen Wanderlust RelatableCOMPETITIONMoleskine is a timeless designMoleskine has a reliable qualityMoleskine is reliable and built to lastMoleskine is a timeless designMoleskine has a reliable qualityMoleskine is reliable and built to lastMANDATORIESLogo

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ANNOTATEDRESEARCHMoleskine website and manifestoThe company: The Moleskine notebook is the heir and successor to the legendary notebook used byartists and thinkers over the past two centuries: among them Vincent Van Gogh, Pablo Picasso, ErnestHemingway, and Bruce Chatwin. Today Moleskine offers an ecosystem of objects which inspiresimaginations and fuels creative practice, versatile tools for both everyday and extraordinary journeys:notebooks, journals, bags, luggage, apps, writing instruments, and reading accessories thatcomplement each other in form and function, becoming an integral part of our personalities. Moleskineis a platform that celebrates talent, champions originality, and cherishes long-term thinking. MOLESKINE FOUNDATION- The Moleskine Foundation is a non-profit organization that believes accessto creativity and quality education is the key to producing systemic social change. The Foundation usesunconventional education to encourage marginalized youth to access creative skills — unlocking theirpotential and transforming their communities. Further, it enables collaborative processes to generatespaces where criticality and imagination can occur through the development of a global platform ofcultural and creative organizations operating in the field of creativity for social transformation.BUILT TO LAST, NATURALLY-Everything we produce is compliant with California Proposition 65, one ofthe most stringent regulations in the world regarding the safety and environmental impact ofmaterials. Moleskine is FSC-certified® (Forest Stewardship Council®), supporting responsiblemanagement of the world’s forests. ( Moleskine. (n.d.). Our Manifesto. Moleskine. Retrieved February 16,2022, from https://www.moleskine.com/en-us/manifesto.html )"We make tools for the contemporary nomad," says Marco Beghin, president of Moleskine America. Thebeloved notebook brand expands its offering this spring with a collection of sleek accessories fortraveling, writing, and reading. To develop the line, Moleskine enlisted famed Italian designer GiulioIacchetti, who, as a longtime fan, approached the project with an easy sense of familiarity. "Moleskineshows strong character," he says. "Its connotations are obvious; its mood is precise." The collectionfeatures such objects as a clean messenger bag ($130) with detachable compartments forcustomization, reading glasses ($50), and an ingenious pen (from $15) that happily clips onto thebrand's classic notebooks. "It is the most significant element," Lucchetti says, "because it representsthe connection between the mind, the hand, and Moleskine." (moleskine.com) Journal with CEO ofMoleskine (Schomer, Stephanie. MOLESKINE CREATES MODERN MOBILITY., no. 156, June 2011, pp.69–69.)PRIMARY RESEARCH

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ANNOTATEDRESEARCH Interview with Moleskine representative- The success of Moleskine's classic notebooks in digital agehas been compared to the resurgence of vinyl records or Polaroid cameras. But Moleskine knows thatits future hinges on its ability to work in tandem with digital technology. A year ago, Moleskinereleased its Smart Writing Set, a pen and notebook that converts handwritten notes seamlessly fromthe page to an app. The company is now taking that idea a step further, leveraging its celebratedTimepage calendar app to work in conjunction with a new physical planner set to be released in 2017.Users can take a snapshot of the day's to-dos, which the software will recognize and integrate withTimepage. Eventually, the tech could operate like the Smart Writing Set. "We don't see analog anddigital as antagonistic dimensions in the lives of real people," says CEO Arrigo Berni. To that end,Moleskine continues to ramp up its physical presence. In addition to opening 40 new retail stores by theend of 2018, the company is working on building out its Moleskine Cafés, which is built in Milan in 2016,and in the Geneva airport in 2015. Inspired by the café littéraires of the 17th century, these storefrontsare a part art galleries and part meeting spaces, and they also sell Moleskine products. In addition,Moleskine is expanding the company's limited-edition notebook selection, which features charactersfrom Hello Kitty, Harry Potter, Marvel, and DC, Game of Thrones, Toy Story, and more. Moleskine, beingMoleskine, manages to give them a chic spin. "There's an emphasis on design and creativity witheverything we do," Berni says. "As a brand, we stand for the possibility of expressing yourself in alldifferent forms."Marketing to Gen X July 2020- The top takeaways of marketing to Generation X is that they want toremain healthy, help their children succeed, and find value in their purchases. The Generation X groupof consumers are aged 45-55 and have their own families. In concern for their health, following theCOVID-19 pandemic, people in this demographic are found spending limited amounts of time shoppingin stores for their products. Generation X aren’t gravitating toward online shopping and online options,they prefer in store shopping but due to the pandemic they are just limiting store options. Waiveddelivery and service fees are examples of encouraging factors that would lead this group to onlineshopping and services. Gen X in this age have teenagers in the household and are interested inproducts that serve them value. With a family, that means that looking at higher income homes withpeople who are willing to spend more for a higher quality product that will help them in their everydayfamily lives. Gen X seek out solutions to benefit their overall wellbeing- ways to organize their life andbenefit their mental and physical health. Marketing to Gen-X: Incl Impact of COVID-19. Mintel. (2022, February 16). Retrieved February 17, 2022,from https://www.mintel.com/ PRIMARY RESEARCH

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ANNOTATEDRESEARCHInterview with CEO great quotes and information behind the history of moleskine- Premium brandMoleskine is setting its eyes on Asia as a major potential growth market, planning expansion bothonline and offline and integrating more smart technology into its product range.In an interview withInside Retail Asia, recently appointed CEO Daniela Riccardi says one of the core priorities of a five-yearplan she has drafted for Moleskine globally will be to create greater brand awareness among Asianconsumers.“We want to share with them the Moleskine heritage and values in order to develop brandpresence and overall business throughout this very important region.” Stockdill, R., Author's latest articles, Sports & adventure Giant Puma Singapore flagship to anchor313@Somerset extension, Van, T., & Asia, I. R. (2020, September 17). Moleskine's new CEO discussescreativity and the brand's plans for Asia. Inside Retail. Retrieved February 17, 2022, fromhttps://insideretail.asia/2020/09/14/moleskines-new-ceo-discusses-creativity-and-the-brands-plans-for-asia-2/ Positive Moleskine Bullet Journal Notebook Review- A blog that goes by the name of “Stationary Nerd”reviews the Moleskine bullet journal notebook. She goes in-depth by stating all of the key features andeven comparing a Moleskine notebook she bought years ago to another notebook she bought morerecently. “I see that the paper is still the same as it was all those years ago.” In the end, she heavilyrecommends the notebook saying “definitely look into Moleskine” and even plugs other Moleskinenotebooks such as their mini watercolor notebook. Pam. (n.d.). Moleskine Classic Notebook [web log]. Retrieved February 16, 2022, fromhttps://stationerynerd.com/moleskine-classic-notebook/. Honest Moleskine Classic Notebook Review- The journaling blogger ‘Little Coffee Fox’ reviews theMoleskine Classic Notebook. This blogger emphasizes in the beginning that their review is going to bean honest one and focuses on creating a pros and cons list for their readers. They also say they were“surprised by what I (they) found.” They go into detail explaining perceived pros such as the price andvariety. All while still giving a few cons related to the bookmark attached to the notebook itself and theghosting effect the paper gives when written on. “There are certainly a lot of benefits to the Moleskineclassic notebook, but I ran into several flaws that I thought were pretty darn irritating.” Abrahamsen, S. (2018, October 2). My Honest Moleskine Classic Notebook Review - Is It Worth TheHype? [web log]. Retrieved February 16, 2022, from https://littlecoffeefox.com/moleskine-classic-notebook-review/. SECONDARY RESEARCH

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ANNOTATEDRESEARCHBad Review of the Moleskine Classic Notebook-This review of the classic notebook was notablydifferent from all the rest. This review featured a lot of criticism focusing on what kind of pens you areable to use and why. In the end this reviewer, who goes by the blogger name of ‘The Pen Addict’, doesn’trecommend the notebook. “Recommending a Moleskine is too difficult. There are too many caveats. Toomany what ifs to dance around.” Their main focus was the pen bleeding and in that category Moleskinedidn’t hold up. (Dowdy, B. (2017, November 13). Moleskine Classic Notebook Review [web log].Retrieved February 16, 2022, from https://www.penaddict.com/blog/2017/11/13/moleskine-classic-notebook-review. )What’s Working in Print Media- Newsbrands can significantly boost multi-media campaigneffectiveness. Newsbrands can play a key role for consumers in providing salience and buildingconfidence in the suitability of a purchase. A single print ad can lead to disproportionately significantoutcomes. Magazine media is increasingly defined by content rather than the platform. Magazinesoffer a lot of flexibility which can integrate with many other media. Magazines offer advertisers highlyengaged consumers through the provision of professional content. Advertisers can use magazinemedia to drive brand differentiation. Paddy Power’s ‘Rainbow Russians’ case study found, “Acombination of print ads and digital OOH allows companies to publicize the message at mass whilstalso simultaneously driving the conversation, consideration, and awareness of the brand keycommercial periods.” Print is evolving and continues to deliver for brands. Campaigns that succeed arethose that play channels in position and blend them together; they very rarely run through singlechannels. To drive effectiveness in print, the press still plays a major role in media plans. Adding pressto media plans boosts campaign revenue. The Newsworks study found that campaigns using news aremore likely to deliver market share growth. Print delivers a strong return on investment. What's working in print media: WARC. WARC An Ascential Company. (n.d.). Retrieved February 17,2022, from https://www.warc.com/content/article/warc-wwi/whats-working-in-print-media/129890 How to Maximize the Impact of Out of Home- Plan with measurement in mind. Systematically test OOhcreative prior to use. Your OOH advertising needs to make an impact because you only have a coupleseconds. How to maximize the impact of out-of-home: WARC. WARC An Ascential Company. (n.d.). RetrievedFebruary 17, 2022, from https://www.warc.com/newsandopinion/opinion/how-to-maximise-the-impact-of-out-of-home/4465 SECONDARY RESEARCH

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ANNOTATEDRESEARCHWhat’s Working in OOH in October 2021- OOH can help brands to play a part in the reinvention ofcommuting. Commuting to and from work, people have purchased products due to OOh. Brands can usedifferent OOH formats or different objectives to drive short-term and long-term growth- not all impactsare the same and marketers must find a balance between reaching audiences and contextualconsiderations. OOH delivers a clear impact on both offline and online purchase behavior. Consumersthat see outdoor ads are more likely to take an online brand action. Large format digital outdoor mediacan deliver “peak opportunities: in the same way as prime time TV. Innovative and creative outdoorstrategies can help gain the attention of younger audiences. The impact of OOH can help brands createa cultural moment. Digital OOH is leading to the revival of OOH. The pandemic affected OOH in termsof the different hours of rush hours; there are longer commutes. What's working in Ooh 2021: WARC.WARC An Ascential Company. (n.d.). Retrieved February 17, 2022, fromhttps://www.warc.com/content/article/warc-wwi/whats-working-in-ooh-2021/140294 7 Tips for Designing Head-turning OOH Ads-Design with a clear message- pass your message outboldly and clearly. Make your message legible. The attention on the ad is short, so your message needsto stand out amongst the rest, Use bright and contrasting colors and font to make the message standout. Simplicity is the best approach when it comes to OOH to make the message as clear as possible.Use persuasive images because images could speak louder than words. Use mobile billboards, liketrucks or buses, so your OOh is moving and more people will see it. Increase your OOh ads as well astheir impact- creating a wider space for awareness and introducing your brand to a larger scope ofpeople. Reestablish and concretize the brand’s presence in the minds of the people who see theadvertisement. (Gore, R. (2021, July 30). 7 tips for designing head-turning ooh ads. Movia Media.Retrieved February 17, 2022, from https://movia.media/moving-billboard-blog/7-tips-for-designing-head-turning-ooh-ads/ )SECONDARY RESEARCH

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PRINT The creative rationale behind this printadvertisement was to connect the targetaudience's desire for wanderlust and travelfollowing a taskful life along with theirconnection to tradition and documentation.For this print advertisement, we chose tofocus on the idea of travel and associate itwith the product, Moleskine notebooks. Wedid so by including the travel desire ofhiking a beautiful, calming scenery, on thenotebook product. Associating the twoaspects into one, when desiring travel thetwo will already be connected in the targetaudience's mind. the color scheme anddesign scheme radiate a calming tone tothe piece which is just what our targetaudience searches for.CREATIVE RATIONALEMEDIA RATIONALEThe media rationale behind having this printadvertisement on a magazineadvertisement is due to the aestheticappeal and stand-out art design theadvertisement has in contrast to the text-heavy content that a magazine has. Ourtarget audience is found flipping throughmagazines from time to time and this eye-catching print advertisement will draw theirattention. Magazines mostly reach ourtarget audience or demographic. The olderdemographic prefers print sources ofentertainment over digital forms.

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OUT OFHOMEThe creative rationale behind this out-of-home ad was to create a link between tasksand activities that the target audience might already participate in and show them in anew way, simultaneously linking them to Moleskine notebooks. For this, out-of-homead we chose to focus on the idea of gardening or planting in correlation to writingstories in Moleskine notebooks. We did this by swapping out what the target audiencemight expect to see as a plant in the jar of dirt with Moleskine notebooks. We kept thecopy short and to the point to not overwhelm the reader. CREATIVE RATIONALEMEDIA RATIONALEThe media rationale behind having this out-of-home ad on a billboard likely around a busyhighway was that a larger group of the targetaudience would see it. First, billboards have ahigher chance of being seen by our targetaudience. This is because they are of an oldergeneration and would likely have a car tocommute with. In addition, billboards are seen notjust by people trying to get to work, but also bypeople just going to the grocery store or evengoing to visit family. This would mean that thetarget audience would have more of a chance tosee it as opposed to say a bus wrap where theymight not often see it.

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CONCEPTTimelessness and quality withMoleskineEmphasize the travel aspectand its relation to our target Also wanted to focus on thedurability and possibilities withMoleskine Focusing on theenvironmentally friendlyaspect in an indirect way whilealso incorporatingadventure/trips Our final chosen concept was timeliness andquality with Moleskine with our out-of-homeadvertisement. Showing how over time,Moleskine notebooks will stay with you as lifegrows and the product provides a place todocument your growth. Our other final chosen concept is emphasizingthe travel aspect and its relation to our target.Our target desires to travel after a long task life.Connecting the desire to travel with a high-quality traditional form of documentation,

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CITED SOURCESPhotos OOH: Candrian, S. (2021). Green plant on bluepot photo [JPG]. Unsplash.https://unsplash.com/photos/D97WfedHAAE Graphicgoogle. (2021). Free Sky OutdoorBillboard Mockup [Photoshop Document].Mockup Tree.https://mockuptree.com/free/sky-outdoor-billboard-mockup/ Ingva, F. (2020). White daisy in bloomduring daytime photo [JPG]. Unsplash.https://unsplash.com/photos/6P9JgFe3f9Q Sincerely Media. (2018). Person holding acactus on a clear glass pot photo [JPG].Unsplash.https://unsplash.com/photos/PWrywcskTyE Soares, E. (2020). Green plant on whiteceramic pot photo [JPG]. Unsplash.https://unsplash.com/photos/xvlqmZzC_8Y Zippypixels (2022). 4 Magazine Mockups[PSD]. Envato Elements.https://elements.envato.com/4-magazine-mockups-2EASL3. Photos Print: Barmore, B. (Photographer). (2017).Man climbing mountain [JPG].Unsplash.https://unsplash.com/photos/IQxcuHBF7Uo Bernal, J. (Photographer). (2018).Notebook stack [JPG]. Unsplash.https://unsplash.com/photos/uvdhVGaeem4 Lloyd, C. (Photographer). (2021).Blue lakes [JPG]. Unsplash.https://unsplash.com/photos/fjhvYsasxVk

Moleskine Campaign Book

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