The Book
as a Mask
The central axis of the campaign is ‘the tribe’. The client wants to create a select group that can enjoy exclusive advantages: a tribe of culture enthusiasts. The book, as an object, is the symbol of culture: a daily and universal support, used by all generations and for any type of content. In the campaign, we use the book as a mask, as a tribal distinction, that, regardless of the contents, unites and identifies the protagonists: the members of Abacus+.
The objective of this new space is to go a step further in the discount program for Abacus members and to bet on greater involvement and the promotion of cultural experiences, hand in hand with the TRESC club. Bearing this in mind, our objective was to present the proposal in a visually attractive way to attract the attention of users who join the project, but always within the Abacus communication.
Applications and Variety
The campaign consists of many dissemination elements, distributed throughout the Abacus stores across the territory. Having four design variants allows generating dynamism and appealing to the different age groups of the potential audience.
Campaign Landing
On an aesthetic level, the landing allows offering a more dynamic piece: we incorporate animations, and we can show different variations of the photo session, in animated GIF format. Additionally, we incorporate a video summarizing the advantages of being part of Abacus+.
The landing is a very important element of the campaign, as it is the platform for capturing future members of the Abacus+ space. Therefore, in addition to the aesthetic part, fluid navigation, a clear and attractive explanation of the project, and having access to the form to capture leads at all times, were very important.
Custom-made
The proposed solution required a custom-made photo session to achieve the desired result. The Minsk team took care of the casting of models and the shooting.
