Orangegate - Time n Space Media

SCOPE OF

INDUSTRIES

The UK’s book publishing sector is one of the most successful and competitive worldwide in terms of breadth, depth, quality and quantity of content. The estimated revenue of the sector in 2020 was £18.2 billion, which was almost a 2% rise from the previous year. Delivering a successful book launch that stands out from the crowd in such a dynamic and fast-paced industry requires the right marketing and dissemination strategy to grasp the attention of audiences. For this purpose a video trailer is the best option; it gives audiences insights and glimpses into the imagination that created the book, from the eye of author. As the right content is necessary for a book, either a person is a consumer of books or not however they do consume video content in this socially connected, video – frenzied world. An enticing book trailer caters for both sectors and increases the chances of conversions.

ABOUT

BRAND

“The house with the orange gates” is a story about three women, containing crime, thrills, mystery and drama. A writer’s first book is a life changing experience and a huge responsibility was thrust on to our shoulders as we worked on the challenge of making the launch a success. The promotional campaign needed to be enticing enough to create a buzz to establish a unique positioning in the market place and attract diverse readers. We used hooks to establish the focused and simple appeal of the book.

PROJECT

OVERVIEW

There are is a wide range of major deliverables for a book launch trailer campaign. A video that set ups the plot and creates an atmosphere to build connections between audiences and book, even before it’s available to touch, is one. This offers a glimpse of insights in a most provoking manner yet does not reveal too much – the whole storyboard is crafted to get readers into action and leave them craving for the book in order to learn more. Maximum leads and conversions are delivered by a successful book launch trailer.

BASELINE

RESEARCH

To intensify a viewer’s interest for a longer-form piece of content, it’s important to establish characters that relate and gauge their emotions. This creates connections with viewers in a few looks which is extremely important. To completely understand the characters’ ideologies, struggles and belief systems, our team visited some places in Lahore which were actually mentioned in the book. This in-depth research analysis conducted with local residents gave us the basic premise of the story.

UNDERSTANDING NEUROLOG

OF ALL STAKEHOLDERS

CAMPAIGN SCOPE:

It was via a post book launch campaign that we aimed to obtain maximum readers. The book was available through Kindle which is a strong hook and call to action. The strategy was established by using antithesis, heroism and an antiheroic approach to create dynamic content. Communication directors and focus groups collaborated to create a strategy that delivers. From targeting specific audience sectors to establishing brand identity, each phase aimed to create lasting impressions.

GOALS

CHALLENGE

The major challenge was that in the genre of women’s mystery, thrill, suspense and fiction, there is huge competition. So, to stand out from the crowd whilst demonstrating Pakistani culture in a manner that establishes connections, understanding and relevance with UK audiences was the most difficult task. Making the audience visualize and empathise with each character thus enticing them to read to read the complete book.

STRATEGIC DRILLDOWN

ESTABLISHMENT OF

BRAND VOICE

We established the trailer’s voice to engage with the curiosities, sensations, thrills and sensitivities of audiences. Words and visuals were crafted in a manner that established brand positioning, eventually resulting in a rapid response from target audiences, resonating with their emotional and action levels.

THE CREATIVE CONCEPT

AND VISUALIZATION

We get the best from our project managers and our team of 2d and 3d animators. Designing characters from the house with the orange gates, created their unique characters, strengths, personalities, all in the finest manner. Each object was selected with the utmost precision to trigger curiosity without revealing too much. Colors, the attire of characters, facial expressions, movements and ambience were all designed to evoke emotional responses and provoke sensations. The smoke blood and fire stimulation were used to stimulate senses and synthesis for tracking. To beautify the project, every CGI team further enhanced it with after effects and color grading. The final touch was the music and sound effects that put soul in to an advert. We turned magic in to reality using out in-house studios and turned characters in to experience that is technically flawless and highly memorable.

READER

REVIEWS

1: Wow! Get ready for an emotional rollercoaster! The author addresses so many sensitive issues within asian culture with tact and poise. I doted on Maya from the first meeting yet my heart felt Sahere’s pain. After watching the trailer, I was hooked! If you do one thing this summer, read this book!!!

2: I was immediately gripped by the trailer for this book and only became more intrigued after reading the blurb. Despite this not being my usual genre, I loved how beautifully the story was written. It touches on a lot of sensitive issues which are explored expertly. The characters are written in a way that makes them more like real people than made up characters and you start to connect with them. And that ending…WOW.