Zümpf! There It Is.

OBJECTIVE

Develop comprehensive branding and outreach for a new mobile app that connects college students to each other to buy, rent and sell their textbooks more affordably.

 

STRATEGY & OUTCOMES

Using third-party demographic analyses, customer surveys and behavioral science research, Cyclops developed a visual and messaging identity, brand platform, outreach plan and advertising campaign to help Bookbyte connect directly with their target audience: cash-strapped college students.

Cyclops devised an integrated and cross-platform outreach plan to cost-effectively zero in on the target audience. This plan included a strategic mix of traditional media, digital advertising, guerilla marketing tactics and a team of paid and trained brand ambassadors to convert fellow students in person.

To determine the perfect combination of research and creative approach, we created four distinct messaging concepts and associated digital ads to test in the market. Each approach took a unique angle to help college students immediately identify with the presented problem and then take the desired action to solve it: download the Zümpf app and save money by buying, renting and selling textbooks directly to each other.

We designed the brand and the app itself with two fundamental behavioral science principles in mind: identification and simple path definition. To connect students with the brand, we painted with bold colors and sharp angles to support an irreverent and rebellious brand personality that taps into the iconoclastic spirit of youth. Next, we distilled the app’s user interface down to its simplest iteration to make sure the experience was quick and easily repeatable.

Beyond motivating initial action, our messaging strategy encouraged students to feel good about their decision, to feel part of a movement. We encouraged them to join something bigger than themselves by uniting with fellow students to combat unfair textbook prices. They aren’t just downloading a new app and saving money, they’re joining a grassroots uprising at the same time.

The Zümpf app launches in Spring 2017 on the Oregon State University campus and eight more universities in autumn 2017. It expands nationwide in 2018.

Client

  • Bookbyte

Cyclops' Role

  • Creative direction
  • Design
  • Marketing strategy
  • Messaging strategy
  • Outreach strategy