Rolling Stone Magazine Promo, Case study BELIEVE IN A NEW GOD, 1 by Marcel Paris

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BELIEVE IN A NEW GOD, 1

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Industry Magazines
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Art Director Eulalia Bartolomeu, Bastien Grisolet
Illustrator Denis Courare
Released April 2011

Credits & Description

Category: Publications & Media
Advertiser: ROLLING STONE MAGAZINE
Product/Service: MAGAZINE
Agency: MARCEL
Date of First Appearance: Apr 7 2011
Entrant Company: MARCEL, Paris, FRANCE
Entry URL: http://www.believeinanewgod.com
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director/Creative Director/Copywriter/Art Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director/Copywriter/Art Director: Florent Imbert (Marcel)
Creative Director/Copywriter/Art Director: Emmanuel Lalleve (Marcel)
Art Director: Eulalia Bartolomeu (Marcel)
Art Director: Bastien Grisolet (Marcel)
Developper: Peter Prosper (Marcel)
Account Supervisor/Partner: Pascal Nessim (Marcel)
Illustrator: Denis Courare
3D Design/Production: Jeff Descourbes (Mathematic)
Animator: Laurent Gillot (WAM)
Animator: Aurelia Vernhes (WAM)
Sound Designer: Etienne de Nanteuil (WAM)
Production Manager: Sébastien Llanta (Marcel)
Agency Producer: Cleo Ferenczi (WAM)
Media placement: Website - Internet - April 2011
Media placement: Press - Men's, FHM, Playboy, RSM - April 2011
Media placement: Outdoor - Metro Billboards - April 2011
Media placement: Flat Mailing - Postal Mailings - April 2011
Media placement: Ambient - Wild Postings - April 2011
Insights, Strategy & the Idea
In France, sales of Rolling Stone magazine are down. But the special issues relating to the life of rock’n’roll icons are successful. We proposed to the magazine to put the emphasis on these special issues and make them known to a wider audience.
The concept: Believe in a god every month, a multimedia campaign to discover rock’n’roll icons like never before.
Creative Execution
We developed iconography based on medieval paintings and artwork with a trashy touch of Rock ’n’ Roll. We mixed both styles across all media, including:
- print and posters telling the story of some of the most famous icons : Jimi Hendrix, Jim Morrison, Tina Turner…
- ambient taking advantage of wild posting sites used by young music talents to invite youngsters to discover the life of Rock icons from another generation.
- a website to learn more about these icons through archives (YouTube, pictures, music, Rolling Stone articles…).
- interactive tools and functionalities to create a closer relationship between icons and people.
- functionalities to share on Facebook.
- email responses from the magazine.
- and also a very special issue of the campaign on special paper (vellum paper) for the dealers of the magazine in order to remind them to order the next special issue.
Results and Effectiveness
- 35% increase in notoriety of the brand.
- 1 out of 5 metropolitan users reached by the campaign.
- 24% of the audience watched the website completely.
- 17,800,000 impressions.
- Each user was reached at least 3 times with a brand message.
- 16% increase of sales in kiosks.