ELLE & THE CITY by Creative Artists Agency for Elle

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ELLE & THE CITY

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Industry Magazines
Media Promo & PR, Case study
Market United States
Agency Creative Artists Agency
Creative Director John Kaplan
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: ELLE
Product/Service: MAGAZINE
Agency: CREATIVE ARTISTS AGENCY
Date of First Appearance: Sep 29 2009 12:00AM
Entrant Company: CREATIVE ARTISTS AGENCY, Los Angeles, USA
Client: Brent Allen (Elle)
Chief Creative Officer: Jae Goodman (Creative Artists Agency)
Creative Director: John Kaplan (Creative Artists Agency)
Brand Agent: Robin Moreates (Creative Artists Agency)
: (Elle Magazine)
Media placement: Television Show - MTV - 29 September, 2009

Results and Effectiveness
With the addition of Elle Magazine to Season Two of The City, ratings went up over 50%. And, thanks to promotion in Elle Magazine in print and online, alongside the tense (but fun) storyline, ratings went up each week – with the finale as the highest rated show. Season Three of Elle and The City starts shooting soon. Elle Magazine has seen demonstrable results in the age of online and print readers, the amount of time they spend with the magazine, and in advertisers seeking to reach this elusive audience in the print and digital pages of Elle Magazine.

Creative Execution
In season two of MTV’s The City, the star of the show, Olivia Palermo would work at Elle Magazine. In addition, the other star, Whitney Port, would work at Kelly Cutrone’s PR firm, which often works with Elle. Furthermore, the staff of Elle Magazine including PR maven Erin Kaplan, Creative Director Joe Zee and others would be key 'characters' in this reality show. In other words, Elle Magazine became the show. And thanks in large part to the contentious relationship between Erin and Olivia at Elle, the show became a hit both on MTV and in the press and blogosphere.

Insights, Strategy & the Idea
The Challenge: Elle Magazine is the world’s biggest fashion magazine, but like all magazines, Elle is concerned about getting and keeping young readers – whether in print or digital media. The Objective: Girls love Elle, however it needs them to keep loving Elle, so they wanted to be a part of an entertainment property that spoke to Elle’s young target audience. The Insight: MTV’s reality docu-drama show 'The City' (a spinoff of their hit show 'The Hills') wasn’t just for Elle’s target audience, it was about the target audience, living and working in Elle’s home city of New York. The Idea: Elle wanted to do more than a simple TV integration, they wanted to be a character in the show.