Chegg.com Gives The High Cost of Textbooks The Bird!

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No. 1 online textbook rental company launches provocative animated ad campaign

There’s a revolution taking place on college campuses across the country. Students are tired of paying through the nose for textbooks and this campaign lets students know that they don’t have to buy it,” said Doug Raboy, Creative Director.

As 19 million college students across the U.S. return to school burdened by expensive textbook prices and tuition increases, Chegg.com launches a new provocative advertising campaign that gives the high cost of textbooks the bird. This marks the first major broadcast advertising done by a textbook rental company, a key step in the development of the category.

The campaign, created by Creative Director, Doug Raboy, extends the company’s “Don’t Buy It" philosophy through four unique cable television spots, radio advertising and online elements. The TV campaign satirizes the outrageous costs of textbooks by depicting cash-strapped students in a series of story lines that also playfully depict popular sayings. The spots range from students succumbing to the miserable bookstore prices with a dark yet humorous depiction of the cost of an “arm and a leg,” to students convening in a frenzied protest that culminates with the group “flipping the bird” to the high cost of textbooks. The spots also leverage Chegg’s mascot, Shelly. One spot drives home a very clear and comical message about a “buttload of cash” with a literal depiction of “huge savings.”

“Chegg’s value proposition is helping students and parents save on the high cost of textbooks,” said Osman Rashid, co-founder and chairman of the board of Chegg. “The campaign defines Chegg’s core value – offer students a smarter, more economical model than buying expensive textbooks.”

Chegg is a superior new service that gives college students the opportunity to rent all their textbooks online and save, on average, more than $500 a year. Since the company started, Chegg has made it possible for hundreds of thousands of students at more than 6,400 colleges save in excess of $84 million. In addition, Chegg supports the environment by planting a tree for every textbook rented through a partnership with American Forests. To date, the company has planted more than 1.5 million trees around the world.

“There’s a revolution taking place on college campuses across the country. Students are tired of paying through the nose for textbooks and this campaign lets students know that they don’t have to buy it,” said Doug Raboy, creative director. “Chegg is already a powerful brand on college campuses and these spots will take that awareness to a whole new level.”

Chegg worked with Buck, who has to its credits Coke, Got Milk? and Toyota, for the animation. Their artists specialize in creating work that is visceral, innovative, and diverse.

About Chegg.com:
Chegg.com's transformative concept of money-saving, rental access to textbooks has upended the traditional purchase model, where students had to buy expensive textbooks for only a short duration. Launched nationally in 2007 by Co-Founders Osman Rashid and Aayush Phumbhra, Chegg.com has already made it possible for hundreds of thousands of students at more than 6,400 colleges to save in excess of $84 million. In addition, Chegg.com supports the environment by planting a tree for every textbook rented, bought or sold. To date, the company has planted more than 1.5 million trees around the world.

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Angela Pontarolo
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