SPEEDY COMICS
TARGET AUDIENCE
Young adults were not picking up comics, but they were showing up for the stories born from them with 61% of Gen Z identifying as avid or casual fans of the Marvel Cinematic Universe (MCU).
The brief was received in early 2022, when the UAE was buzzing with anticipation for Doctor Strange in the Multiverse of Madness, just months after the massive success of Spider-Man: No Way Home.
Speedy Comics is the go-to spot in Dubai for vintage comics and collectibles, but comics are often seen as a niche hobby for “geeks” or “nerds.” Young adults, immersed in digital platforms, aren’t engaging with them. Speedy Comics needed a campaign that made comics feel relevant and exciting to a younger audience.
PROBLEM
THE SOCIAL STIGMA OF COMIC BOOK READING
Comics have long been portrayed as a childish interest for “nerds” and “losers” in mainstream media. From The Simpsons’ Comic Book Guy to The Big Bang Theory, pop culture has reinforced the idea that it isn’t cool to read comics books.
Through interviews and netnography, we found this perception still holds. It also revealed that people are reluctant to get into comics because of how it seems exclusively for die-hard fans.
OPPORTUNITY : use the excitement for marvel movies to turn movie fans into comic readers
STRATEGY
Speedy Comics is a portal to the world of comics
Creative campaign
Escape Into Our World positions Speedy Comics as a gateway to comics. Inspired by Doctor Strange’s portals and the vault in the store, the campaign visually bridges superhero movies and comic book culture. With appealing visuals, the campaign invites young people to discover the magic of comic books with Speedy Comics.
Team
Aliya Muhammed Selman (Public Relations)
Insha Minhaz (Art Director)
Samyuktha Shankar (Strategic Copywriter)
my role
Creative briefing
Research
Copywriting