Species was an unprecedented, multi-platform research study conducted by Discovery EMEA in order to better understand their prime target audience: young men 25-39. The results were the most comprehensive ever collected. The creative brief was to present the compiled research in an artful, original and highly digestible form – not as a dry, data dense traditional market research compendium but as a stylish book that anyone would want to read, not just potential advertisers. A book that anyone in an office (or at home) would feel compelled to pick up and read.

All elements were designed to encourage exploration of the subject. Key art and palette projected a cool, young, masculine edge. The Blue Line graphical device tied all content together and playfully guided the reader through the information. Page layout was graphic and spacious with no solid pages of text. Copy style was editorial with a voice that was authoritative yet accessible and friendly in tone. Non-traditional Informational Graphics were witty and playful but always relevant to the topic referenced. Even the paper stock and cover images were selected for maximum visual and tactile attractiveness, to further the book’s appeal.

The first print run of 4,200 copies made an impressive impact on the media, generating roughly €6 million in PR coverage and an ROI of 4,108 opportunities. In total, we generated almost 660 articles of coverage across EMEA. Over 99% of articles were favorable in tone to the research and towards the Discovery brand and nearly 70 per cent of articles delivered at least one pre-agreed key message. We achieved widespread coverage in national and lifestyle media including FHM, El Mundo and Panorama.