GQ DM NEWSTAND by Lew'Lara\TBWA Sao Paulo

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NEWSTAND

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Industry Magazines
Media Direct marketing
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Mariana Sa
Art Director Philippe Daijo
Copywriter Bruno Mancini
Photographer Pedro Dimitrow, Paola Vianna
Released January 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: GQ MAGAZINE
Product/Service: MAGAZINE
Agency: LEW'LARA\TBWA
Chief Creative Officer: Jaques Lewkowicz (Lew'lara / TBWA)
Creative Vice-President: Manir Fadel (Lew'lara / TBWA)
Creative Director: Mariana Sá (Lew'lara / TBWA)
Copywriter: Bruno Mancini (Lew'lara / TBWA)
Art Director: Philippe Daijo (Lew'lara / TBWA)
Account Director: Daniela Leão (Lew'lara / TBWA)
Account Manager: Xiko Coutinho (Lew'lara / TBWA)
Art Buyer: Ana Karina Mello (Lew'lara / TBWA)
Art Buyer: Ale Sarilho (Lew'lara / TBWA)
Photographer: Pedro Dimitrow (Lew'lara / TBWA)
Photographer: Paola Vianna (Lew'lara / TBWA)
Graphic Producer: Marcos Pedra (Lew'lara / TBWA)
Graphic Producer: Alexandro Coelho (Lew'lara / TBWA)
Media VP: Luiz Ritton (Lew'lara / TBWA)
Media placement: Outdoor - Newstand - 01/04/2012

Describe the brief/objective of the direct campaign.
The brief was, basically, show how is the effect of the GQ style in women. We created a visible way to show this by using female magazine covers around GQ in the news stand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To show no woman resists GQ style, we have created female magazine covers, attracting women to GQ in the newsstand.

Explain why the creative execution was relevant to the product or service.
From a simple and irreverent way, we show the benefit of reading the magazine, using other magazine covers on news stands. Using creativity, we show the men that reading GQ attracts women.

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.
Increased sales of the magazine by 5.5% on news stands where the action was taken.