Team
Marcus Jessen – Copywriter
Elin Petersson – Copywriter
Yewande Agbaje – Art Director
Johanna Falkenberg – Art Director
Our challenge
In the fall of 2023, Storytel, an audiobook and e-book service, approached the Art Direction and Copywriting class at Berghs School of Communication, to develop a campaign aimed at engaging the under represented age group of young adults (18–30).
The goal was to make Storytel’s extensive catalogue stand out as approachable, fresh and exciting among competing streaming and podcast services.
Our solution
Great stories move us deeply. In our concept, “Din nästa bästa story” (“Your Next Favourite Story”) we playfully likened discovering a great story to finding true love. And with Storytel’s expertise and passion for great stories, who could possibly be a better matchmaker? It's in their DNA.
Through Storytest – a personalised quiz that finds new titles based on user preferences and history – we turned the process of discovering your next favourite story into a joyous adventure. It's just like falling in love. Time, and time again.
The "Storytest Manifest"
Reaching the age group of young adults required not only a campaign, but a refreshing update to Storytel’s brand identity; its tonality and way of interacting with users. To help Storytel successfully communicate and ingrain this idea internally, we created the Storytest Manifest.
The manifest emphasises both the parallel between finding great stories and falling in love, and the uniqueness of each user’s taste. The manifest also reinforces Storytel’s mission to, over and over, guide its users toward their next great match.
Campaign Concept & Execution
Focusing on the parallel between finding a great story and falling in love, we developed a humorous, dating-inspired campaign for OOH and social media ads. The ads centred around "quotes" from anonymous audio and e-books, as though they were people, seemingly struggling to find their perfect match in a reader.
The image to the right shows how an audio history book was quoted as saying: She said: It's not you, it's me... I guess the Roman Empire isn't everyone's cup of tea.
In the ads Storytel acknowledge that it is difficult to find a perfect match and introduce themselves as a guide to help users discover their next favourite story – "Din nästa bästa story".
While retained Storytel’s core identity, we decidedly made use of playful typography. This was partly to visually play on the importance of letters as the building blocks of every book, but also a nod to the term “butterflies in the stomach”.
Storytest
Now, enter Storytest: A personalised quiz that recommends titles based on user interests and reading habits, encouraging regular engagement through ever-evolving recommendations.
With Storytest, we also proposed in-app opportunities for users to share book suggestions amongst each other, and to participate in reading challenges – effectively transforming Storytel into a vibrant community.
The video to the left shows a demo of the app concept.
Valentine's Day Launch
To mark the launch of Storytest, we pitched a Valentine’s Day pop-up café event. At the event, early adopters would be paired for blind dates, according to the results of their Storytest results. Encouraging them to create memorable connections through conversation and book recommendations.
Displayed in the windows of the pop-up café is the tagline: What happens here, won’t stay here, and a brief text explaining that no matter what happens at the café, its guests will be leaving with a good story. Put simply, it's a fun event that could generate buzz in social media – and perhaps some love buzz as well?
By blending a playful concept, a revamped user journey, and a community-forward approach, our campaign positioned Storytel as the go-to platform for anyone seeking not just their next read or audio book, but also an engaging discovery process. We believe that our concept would be successful in making young adults find Storytel, and thus, some great stories.
Team
Marcus Jessen – Copywriter
Elin Petersson – Copywriter
Yewande Agbaje – Art Director
Johanna Falkenberg – Art Director
Our challenge
In the fall of 2023, Storytel, an audiobook and e-book service, approached the Art Direction and Copywriting class at Berghs School of Communication, to develop a campaign aimed at engaging the under represented age group of young adults (18–30).
The goal was to make Storytel’s extensive catalogue stand out as approachable, fresh and exciting among competing streaming and podcast services.
Our solution
Great stories move us deeply. In our concept, “Din nästa bästa story” (“Your Next Favourite Story”) we playfully likened discovering a great story to finding true love. And with Storytel’s expertise and passion for great stories, who could possibly be a better matchmaker? It's in their DNA.
Through Storytest – a personalised quiz that finds new titles based on user preferences and history – we turned the process of discovering your next favourite story into a joyous adventure. It's just like falling in love. Time, and time again.
The "Storytest Manifest"
Reaching the age group of young adults required not only a campaign, but a refreshing update to Storytel’s brand identity; its tonality and way of interacting with users. To help Storytel successfully communicate and ingrain this idea internally, we created the so-called Storytest Manifest.
The manifest emphasises both the parallel between finding great stories and falling in love, and the uniqueness of each user’s taste. The manifest also reinforces Storytel’s mission to, over and over, guide its users toward their next great match.
Campaign Concept & Execution
Focusing on the parallel between finding a great story and falling in love, we developed a humorous, dating-inspired campaign for OOH and social media ads. The ads centred around "quotes" from anonymous audio and e-books, as though they were people, seemingly struggling to find their perfect match in a reader.
The image above shows how an audio history book was quoted as saying: She said: It's not you, it's me... I guess the Roman Empire isn't everyone's cup of tea.
In the ads Storytel acknowledge that it is difficult to find a perfect match and introduce themselves as a guide to help users discover their next favourite story – "Din nästa bästa story".
While retained Storytel’s core identity, we decidedly made use of playful typography. This was partly to visually play on the importance of letters as the building blocks of every book, but also a nod to the term “butterflies in the stomach”.
Storytest
Now, enter Storytest: A personalised quiz that recommends titles based on user interests and reading habits, encouraging regular engagement through ever-evolving recommendations.
With Storytest, we also proposed in-app opportunities for users to share book suggestions amongst each other, and to participate in reading challenges – effectively transforming Storytel into a vibrant community.
The video below shows a demo of the app concept.
Valentine's Day Launch
To mark the launch of Storytest, we pitched a Valentine’s Day pop-up café event. At the event, early adopters would be paired for blind dates, according to the results of their Storytest results. Encouraging them to create memorable connections through conversation and book recommendations.
Displayed in the windows of the pop-up café is the tagline: What happens here, won’t stay here, and a brief text explaining that no matter what happens at the café, its guests will be leaving with a good story. Put simply, it's a fun event that could generate buzz in social media – and perhaps some love buzz as well?
By blending a playful concept, a revamped user journey, and a community-forward approach, our campaign positioned Storytel as the go-to platform for anyone seeking not just their next read or audio book, but also an engaging discovery process. We believe that our concept would be successful in making young adults find Storytel, and thus, some great stories.
