Client partner: IPC Media
Research project: Connected consumers
IPC Media owns more than 60 media brands ranging from nationally recognized names to specialist titles.
In order to better understand how people interact with these brands, IPC conducted new research into the “Connected Consumer” as part of a series of studies titled “Inspired Conversations”.
In particular they wanted to understand the complex ways people interact with these brands, and how these interactions have been affected by new and evolving technology.
We now live in a time where simple brand interactions are rare. While people do buy and read hard copies of a magazine, they also read online, on their mobile or tablet, as well as keeping up with brands on social media.
Having completed the research into these habits, IPC media wanted us to bring the findings to life.
Our challenge was to create an animation to communicate complex and far reaching research in a clear and concise way. The deliverables for this campaign were for use in sales presentations and conferences, with a media planning/advertising audience; something we kept in mind throughout the creative process.
The main objective of the animation was to communicate the ways in which advertisers could benefit from the popularity of IPC brands across all platforms: The more platforms they advertise on, the better for their brand.
The amount of data in the script naturally gave an air of credibility. The tricky bit was to maintain a friendly and positive tone while remaining informative, and without using a voiceover.
Using our bold designs, we found a balance between eye catching,fun animation, and clear, informative figures.