GQ DM MENU by Lew'Lara\TBWA Sao Paulo

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Industry Magazines
Media Direct marketing
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Art Director Philippe Daijo
Copywriter Khlauss Feldhaus
Photographer Paola Vianna
Released April 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: GQ MAGAZINE
Product/Service: GQ MAGAZINE
Agency: LEW'LARA\TBWA
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: Manir Fadel (Lew'Lara\TBWA)
General Creative Director: Mariana Sa (Lew'Lara\TBWA)
Art Director: Philippe Daijo (Lew'Lara\TBWA)
Copywriter: Khlauss Feldhaus (Lew'Lara\TBWA)
Account: Xiko Coutinho (Lew'Lara\TBWA)
Photographer: Paola Vianna (Lew'Lara\TBWA)
Art Buyer: Ana Karina Mello (Lew'Lara\TBWA)
Media placement: Outdoor - Skye Restaurant - 16/04/2012

Describe the brief/objective of the direct campaign.
GQ is a recent publication in Brazil. So, we had to show how men could improve their seductive skill by reading the mag. All this with almost no budget.
We work with new customers and the strategy is to make every man become more interesting with GQ content in a real-life situation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To show how men can be more interesting when they have nice content, we hid some cultural tips about food and wine in the fine restaurant's menu only for men. Both menus were apparently the same on the outside, that way women would not realise where all that cool information came from.

Explain why the creative execution was relevant to the product or service.
We could reach our target in an unexpected situation, giving him a little help with the seduction art with some usual content from GQ magazine. And after all that, when they've finished dining, the man could find on his car seat at the parking valet a GQ magazine with the following message on its cover: Continue being interesting, subscribe to GQ.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After many releases of the GQ Menu in blogs, newspapers and social networks, subscriptions were raised 27%. Another 2 restaurants that were not part of this initiative asked us for the GQ Menu. And of course, a huge increase of happy-ending nights.