CUT OUT MAGAZINE by 140 BBDO Cape Town for New Media Publishing

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Industry Magazines
Media Direct marketing
Market South Africa
Agency 140 BBDO Cape Town
Executive Creative Director Ivan Johnson
Art Director Sonja Fahn
Copywriter Mike Pearson
Released June 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: MAGAZINE
Agency: 140 BBDO
Date of First Appearance: Jun 15 2010
Entrant Company: 140 BBDO, Cape Town, SOUTH AFRICA
Chief Creative Officer: Mike Schalit (140 BBDO)
Executive Creative Director: Ivan Johnson (140 BBDO)
Copywriter: Mike Pearson (140 BBDO)
Art Director: Sonja Fahn (140 BBDO)
Art Director, Designer: Kate Butcher (140 BBDO)
Media placement: Ambient - Direct - In waiting rooms, galleries etc - 17.06.2010

Describe the brief/objective of the direct campaign.
Create a direct piece to help drive subscriptions for VISI Magazine, aimed at those who love decor, architecture and design.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Imagine you opened up what you thought was an issue of Visi, jam-packed with awesome stuff, only to discover that someone else had seen it first and even worse, the stuff was so cool they’d actually cut out all the pictures.

Explain why the creative execution was relevant to the product or service.
Visi Magazine is the ultimate reference tool for designers, decorators, architects and anyone else who is looking for the coolest and most cutting edge stuff. So, why not use a Visi magazine to sell Visi magazines?

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.
VISI Magazine recorded a noted increase in subscription calls, as well as a high demand for the issue that had been cut up.
All this lead to an almost ten percent increase in year on year figures from the year before.