LADIES, GET THROUGH TO YOUR MAN by Ldv United for THINK MEDIA MAGAZINES

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LADIES, GET THROUGH TO YOUR MAN

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Industry Advertising & Communication
Media Direct marketing
Market Belgium
Agency Ldv United
Creative Director Kristof Snels
Art Director Manuel Ostyn
Copywriter Pieter Staes
Photographer Sigfrid Eggers
Released November 2009

Credits & Description

Category: Publications & Media
Advertiser: THINK MEDIA MAGAZINES
Product/Service: PRINT MEDIA AGENCY
Agency: LDV UNITED
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: LDV UNITED, Antwerp, BELGIUM
Entry URL: http://www.bereikjeman.be
Copywriter: Pieter Staes (LDV United)
Art Director: Manuel Ostyn (LDV United)
Digital strategic planner: Kristof Janssens (LDV United)
Account Manager: Katrien Vreys (LDV United)
Strategy Director: Henk Ghesquière (LDV United)
Creative Director: Kristof Snels (LDV United)
Photographer: Sigfrid Eggers (freelance)
Media placement: Print Campaign - PUB - 10 December 2009
Media placement: Print Campaign - MediaMarketing - 14 December 2009
Media placement: Flyering Campaign - Live At Media Agencies - 15 January 2010
Media placement: Banners - Www.pub.be - 10 December 2009
Media placement: Banners - Www.mm.be - 14 December 2009
Media placement: Print Campaign - Follow-Up Ad P-Magazine - 5 March 2010
Media placement: Print Campaign - Follow-Up Ad Menzo - 9 March 2010
Media placement: Print Campaign - Follow-Up Ad Ché - 23 March 2010
Media placement: Print Campaign - Follow-Up Ad P-Magazine - 16 March 2010
Media placement: Print Campaign - Follow-Up Ad P-Magazine - 20 April 2010

Describe the brief/objective of the direct campaign.
Think Media Magazines: Think Media Magazines is a print media agency that houses magazines such as Ché, P-Magazine, Menzo, and so on.. These magazines are mainly about sports, fast cars, babes & gadgets - and thus very male oriented. Objective - B2B campaign: Think Media wanted to convince media buyers at media agencies that when you want to advertise products for men, you should buy media space in Think Media's magazines. Because that's the only way to finally get through to men. Target audience: Belgian media buyers are a fairly small group (+/-200) and are 90% female. That's why we decided to go really 1-to1 on them.

Explain why the creative execution was relevant to the product or service.
The products of Think Media Magazines are magazines with very male content. They are by far the most efficient media to advertise products to a male target group. We could have just told this to media buyers, but proving it to them in a very personal way was far more effective. These female media buyers live a personal life too and have their own relationship issues. We convinced them of the power of Think Media's magazines by giving them the opportunity to experience what advertising in these magazines can do.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution Ladies, Think Media reaches all men, even yours. Because men practically never listen to what their women have to say, we gave female media buyers the chance to do it via print ads in the Think Media magazines. And therefore get through to their own husbands. We asked those media buyers to drop a message about their greatest annoyance on www.bereikjeman.be (getthroughtoyourman.be). These messages could be anything from household chores, to romantic requests and every other annoyance.

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.
In total, 25% of all media buying women left a message and 5 lucky winners got a real print ad in the favorite magazine of their husband. Their bathrooms got finished, laundry got sorted out, romantic vacations were booked, ... and all because of the fact that Think Media Magazines really got through to the men of some lovely media buyers.