Quote 500: Quote ABC Book

Name	Position	Company
Bas Korsten	CD/Copy	Selmore
Michael Jansen	CD/Art	Selmore
Peter Knappen	Illustrator
Anita Lighthart	Account Director
Emilie van Dijk	Account Manager

"Quote 500" is the Netherlands' version of "Forbes 500". In June 2007 they did a special edition called "Quote 500 Junior", which would list the Netherlands' youngest millionaires. The publisher asked the agency to develop a promotional idea for this special issue of the magazine. In addition to the magazine being posted to all subscribers, they were also on sale in newsagents. The target audience was male, 18-40 years, who aspire to the lifestyle of the rich and famous. The aim was to promote the special edition and increase magazine sales.

To keep those filthy rich kids on the right track, the agency came up with the idea of the little ABC book. The book was made up of 26 invaluable and highly educative words with illustrations to help those kids get the most out of life. To appeal to the target, each letter humorously represented an exclusive element of the millionaire lifestyle. This early learning book was sealed in with the special edition magazine.

Even though they aspire to be Holland's richest, we know they still like the occasional freebie; but this ABC book was not just any old freebie. We paid particular attention to the quality and presentation of the book, to ensure that it was a cut above the rest of the supplements you might see on the magazine stand. Thus attracting the well heeled; many of whom passed it on to children in their families. We made a play on the fact that it supplemented a magazine that listed Holland's youngest millionaires; the ABC book format was ideal.

The special issue sold 19% more copies than in previous years. The free press and TV publicity it generated was so great that the public started requesting extra copies and the publisher produced additional copies which went on sale in children's book stores across the country. Within the first month, nearly 1000 were sold.