Next Page,
New Chapter

The time was right – the time for the next chapter. A new entrant to the audio book market, Chapter approached First Wave with an intent to get a share of an exciting market in rapid growth. That, however, was easier said than done. After all, differentiating one’s offering is the name of the game when it comes to claiming a position in the market, and an audio book is an audio book… right?

Truly understanding consumers is always at the heart of what we do, and our collaboration with Chapter proved to be no different. For many people, reading or listening to audio books is something they feel can be overtly intellectual – or even elitist. And adding to this is a worry that they may not have the time in their busy schedule to read. For us and Chapter alike, these insights proved to be of the essence. Reading should be accessible and inclusive, and not having the time one month certainly should not keep one away from a great book the next month.

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Tactical communication

What we did together with Chapter was to rethink their business model and align it with our business insights, and from this came Chapter Flex; a new type of subscription that caters to the needs of those consumers overlooked by other providers. And we strengthened Chapter’s brand and position in the market by going through the ever-so-important soul search that is required when putting one’s identity under scrutiny.

Chapter Main TVC 30sec

Featuring Paprika Steen

Chapter FLEX TVC 15sec

Featuring Paprika Steen