Mondadori Promo, Case study THE IT MAG by OgilvyAction Paris

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THE IT MAG

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Industry Magazines
Media Promo & PR, Case study
Market France
Agency OgilvyAction Paris
Art Director Jeanne Goldstein
Copywriter Aliette Duley
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: MONDADORI MAGAZINES FRANCE
Product/Service: GRAZIA MAGAZINE
Managing Director in charge of Creation: Anne Bessaguet (OgilvyAction)
Art Director: Jeanne Goldstein (OgilvyAction)
Copywriter: Aliette Duley (OgilvyAction)
Associate Managing Director: Mathieu Plassard (Ogilvy Action)
Account Director: Julie Denoual (OgilvyAction)
Account Executive: Delphine Chouard (Ogilvy Action)
Media placement: 1200 Posters - Newsstands - 24 March 2011
Media placement: 600 It Mags - Streets Delivery - 24 March 2011
Media placement: 500 It Mags - Courrier - 24 March 2011

Summary of the Campaign
In March 2011, when Grazia decided to launch a travel version, its competitors – including Elle, Jalouse and Marie-Claire – already had their versions on the market. The challenge for Grazia was to differentiate itself from the competition and surprise the key influencers in the market.
We kept returning to the question of why this version was necessary and the answer was: it’s more practical because it fits easily into a bag. So, we thought, why not turn the magazine into a bag?
Which is how the travel version of Grazia became a bag, one that referenced fashion classics by Chanel and Hermès, and was then distributed to key influencers in the feminine-magazine market and important buyers.

The Situation
The PR campaign’s target audience was one constantly solicited by Grazia’s competitors, brands who need to be noticed. This was the first difficulty – how to engage and surprise a largely blasé target?

The second challenge was that releasing a travel version was in no way original. All the magazine’s competitors had already done it, so how could it be ensured that Grazia was seen not as a follower but as an early adopter?

The Goal
The target audience was journalists (economic, lifestyle and TV), leading buyers (media agencies, as well as fashion, beauty and luxury brands).

The first objective was to find a surprising creative idea, one that spread the word through an object that people wanted to wear, share and would be seen by others. We essentially wanted to turn our target into our brand ambassadors.

Secondly, as a travel version is not really original, we needed to make competitors’ versions seem old-fashioned and dated, as well as showing that Grazia is the first magazine to really understand the point of a travel version.

The Strategy
The idea was encapsulated in the slogan: "The It Mag becomes the It Bag!" The It Bag concept was then linked to the magazine by releasing it to coincide with a special accessories issue. On the morning of the magazine hitting news stands, hostesses delivered 600 bags to top management in leading media agencies, while another 500 were couriered to journalists and top buyers. This was complemented by an outdoor poster campaign in 1,200 sites across Paris.

Execution
Friday morning: Hostess delivery to the target audience, made up of press, TV journalists, and important buyers at fashion, beauty and luxury brands, as well as in leading PR agencies.

Friday-Thursday: Outdoor poster campaign.

Documented Results
Sales results for the travel version are still unavailable as the launch is too recent.

Advertising benefit: +30% on the objective for the preceding two issues.