MEN'S HEALTH FITNESS CALENDAR by KNSK for Men's Health

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MEN'S HEALTH FITNESS CALENDAR

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Industry Magazines, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency KNSK
Creative Director Claudia Bach
Copywriter Gregor Willimski
Producer Heinz-Rudi Junge
Released December 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: MEN’S HEALTH MAGAZINE
Product/Service: FITNESS CALENDAR
Agency: KNSK
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: KNSK, Hamburg, GERMANY
Art Directior: Nick Jungclaus (Knsk Werbeagentur Gmbh/Gwa)
Creative Director: Claudia Bach (Knsk Werbeagentur Gmbh/Gwa)
Copywriter: Gregor Willimski (Knsk Werbeagentur Gmbh/Gwa)
Graphic Artist: Cornelius Dickmann (Knsk Werbeagentur Gmbh/Gwa)
Account Manager: Philipp Ernsting (Knsk Werbeagentur Gmbh/Gwa)
Account Manager: Anna Heinrich (Knsk Werbeagentur Gmbh/Gwa)
Producer: Heinz-Rudi Junge (Knsk Werbeagentur Gmbh/Gwa)
Media placement: Calender - Publishing House - 14.12.2009

Describe the brief/objective of the direct campaign.
The men’s magazine Men’s Health wanted us to develop a striking calendar that was to be mailed to selected advertising clients whose ad spending is of major importance to the publication. The calendar was to be distinctly different from conventional calendars, have a clear link to the Men’s Health brand and create a lasting impression.

Explain why the creative execution was relevant to the product or service.
The fitness calendar’s premium character and amusing idea ensured it would receive a place in the ad clients’ offices. The interactive character of the workout meant the calendar would be clearly associated with the Men’s Health brand. Plus, potential daily use also meant potential daily brand exposure.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Calendar pages that are so heavy making page-turning a veritable workout. We produced a 100 kg calendar made of thick iron plates with a specially designed mount. Each iron calendar page weighed a solid 6 kg – the optimum weight for your daily workout.

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.
The fitness calendar made a big splash and triggered a wave of thrilled emails and calls to the publisher. Recipients of the calendar expressed their delight with the extraordinary product. This provided an excellent opportunity for the Men’s Health ad sales director to discuss future business.