Editorial Coyuntura Print HOPE by J. Walter Thompson Buenos Aires


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Industry Magazines
Media Print, Magazine & Newspaper
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Fernando Zagales
Copywriter Juan Mesz
Producer Valeria Araujo, Ivonne Anderson
Released October 2012

Credits & Description

Category: Publications & Media
Product/Service: REVISTA MERCADO
Executive Creative Director: Gonzalo Vecino (JWT)
Executive Creative Director: Pablo Alvarez Travieso (JWT)
Creative Director: Ariel Abadi (JWT)
Art Director: Fernando Zagales (JWT)
Copywriter: Juan Mesz (JWT)
Account Manager: Eliana Garcia (JWT)
General Producer: Federido Videtta/Ezequiel Arslanian (JWT)
Producer: Ivonne Anderson/Valeria Araujo (JWT)
Sculptor: Leandro Sivori (JWT)
Media placement: Activation - Monument At Park "plaza Del Pilar" - 10/4/2012

Describe the objective of the promotion.
Mercado Magazine, a journal of analysis of world politics and economics, needed to expand its audience with something other than the magazine itself. Since its readers are professionals and business people who work mostly in the down-town area, we were asked for an idea to support the promoters handing the magazine.

Describe how the promotion developed from concept to implementation.
We created a monument, the element traditionally used to highlight the most relevant political moments in history. The peculiarity of this monument is that according to the angle it is viewed from, the depicted reality it represents changes dramatically, in a matter of steps. From the front, the monument is the iconic image of Obama used for his presidential campaign: his face profile with the word HOPE. But when you turn around and view it from the side, you discover Obama’s face is actually composed of a group of Occupy Wall Street political protesters with the word HOPELESSNESS below.

Explain why the method of promotion was most relevant to the product or service.
For budget reasons until now, Mercado Magazine had only communicated with its readers in the magazine itself. The monument achieved the goal of taking the message out to the streets - to the whereabouts of potential new readers - in a simple and effective manner, and also possible for the clients. The activation had an outstanding visual effect and because of its location, the monument attracted the attention of the numerous executives and businesspeople who work every day in down-town Buenos Aires. Besides receiving the magazines, there were also many subscriptions made at the site.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results were better than expected. Since the monument was exhibited at one of the main parks of the downtown area, and thanks to its outstanding visual effect, it was seen by thousands of pedestrians, mostly businesspeople and executives -Mercado Magazine´s main target –. The activation delivered an 18% increase of new subscriptions.