My idea for Penguin Audiobites came from observing people reading on the train. 
I looked at the diverse groups of readers, and developed personas based on where I thought they might work, their ages and what they were reading.
People read some really interesting and unexpected books on the train.
Ideation
Refining my concept
Messaging Framework and Concept Layout
Application
Channel 1: Frankie Magazine
Audience:
‘Arts and Culture’
Females 18-24 years old. Having more free time, they regularly enjoy art and entertainment. They read books to unwind, to escape and explore intriguing ideas. They read magazines like Frankie and are big Instagram users.
Message Pillar:
3.  ACCESSIBILITY 
Audiobites enable you to tackle the ultra-marathon classics, no more wondering where you left off, keep the connection going no matter the time left on that pile.
Channel 2: Instagram
Audience:
‘Relax and entertain’
Readers 25-30 in age, longer attention spans then younger demographics and read heavier and longer books. They read to unwind and relax.
Message Pillar:
1. LARGE RANGE 
Over 1,300 Penguin Classics for you to choose - from Dracula, all the way to Pride and Prejudice. 
Channel 3: Influencer
Audience:
(variable to influencer picked)
‘Arts and Culture’
Females 18-24 years old. Having more free time they regularly enjoy art and entertainment. They read books to unwind, to escape and explore intriguing ideas. They read magazines like Frankie and are big Instagram users.
‘Self Help’
Males in their mid-twenties, starting to get their life together are looking to self improvement and learn more in areas that interest them. They read self-help, non-fiction and biographies.
‘Relax and entertain’
Readers 25-30 in age, longer attention spans then younger demographics and read heavier and longer books. They read to unwind and relax.
Channel 4: OOH
Audience
‘Self Help’
Males in their mid-twenties, starting to get their life together are looking to self improvement and learn more in areas that interest them. They read self-help, non-fiction and biographies.
Message Pilar:
2. QUICK RECAPS
30 second audio recaps make it easier than ever to jump right back from where you left off, no wasting time re-reading.

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