Oxford Notebooks

Creating and developing a global student marketing campaign. Oxford Notebooks were not engaging with the target student audience - seen as being too serious and not a brand to be seen with. Brand communication focused on the quality of the writing paper "Write on both sides of the page" rather than any emotional benefit. Students realise that going to University is expensive; however, they need to make sure they do well - but they don't need a brand to tell them that. They see University as a chance to open their eyes to possibilities and show the world who they are. To connect with its target audience Oxford needed to demonstrate empathy with students and impact their landscape. Scope: We re-positioned Oxford Notebooks as a student brand 'for people who write on both sides of the page'. A series of 6 alter-egos were created and brought to life via an integrated campaign spanning on-pack promotion (instant win + collector), in-store display, on-campus media, experiential and social media. Sector: Fashion & Retail