Lurzer's Archive Print ACCOUNT MAN MONTHLY by Arc London, Leo Burnett London

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Industry Museums & Libraries
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Arc London
Agency Leo Burnett London
Creative Director Garry Munns, John Jessup
Designer Tim Fletcher
Producer Simon Gregory
Photographer Fern Berresford
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Agency: ARC UK
Ecd: Justin Tindall (Leo Burnett)
Creative Director: Garry Munns (Leo Burnett)
Creative Director: John Jessup (Leo Burnett)
Copywriter/Art Director: Ben Gough (Leo Burnett)
Head Of Art: Lance Crozier (Leo Burnett)
Designer: Tim Fletcher (Leo Burnett)
Art Buyer: Bernice Arlow (Leo Burnett)
Producer: Simon Gregory (Leo Burnett)
Photographer: Fern Berresford
Designer, Typographer: Mark Denton
Account Handler: Alex Warner
Media placement: Direct Mail - Covering Lurzer Archive Magazines - 29 April 2012

Describe the objective of the promotion.
Get more people to subscribe to Lürzers Archive, a magazine that collates the best advertising from around the world. As such, it is often nicked by creatives and has the line The World’s Most Stolen Magazine.

Describe how the promotion developed from concept to implementation.
For a limited time people who subscribed to Lürzer’s Archive received a year’s worth of Untouchable Covers. These were fake magazine sleeves that wrapped around Lürzer’s magazine, not only disguising them from thieves but making them so boring, controversial or horrible that nobody will want to even pick it up.

Explain why the method of promotion was most relevant to the product or service.
The promotion perfectly fits with the product because it is integral to the product. It perfectly brought life the idea of The World’s Most Stolen magazine – in a stand-out way. It offered a real solution whilst also encouraging people who might buy a few copies a year to subscribe for the whole year. It was a desirable addition to the product, pitch perfectly to the target audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
It’s too early in the campaign for provable results