SO REAL by Open View for THINK ADVERTISING

SO REAL

Pin to Collection
Add a note
Industry Advertising & Communication
Media Promo & PR, Case study
Market Romania
Agency Open View
Art Director Alexandru Icodin
Copywriter Alexandru Pomana
Photographer Ciprian Tantareanu
Released October 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: THINK ADVERTISING
Product/Service: PRINTING HOUSE
Agency: OPEN VIEW
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: OPEN VIEW, Bucharest, ROMANIA
Art Director: Alexandru Icodin (Open View)
Copywriter: Alexandru Pomana (Open View)
Photographer: Ciprian Tantareanu (tantareanu.ro)
Media placement: Magazine - Universign - 15 October 2009

Results and Effectiveness
The objective of the ad was not only to build awareness on our client’s printing performances but also to gain new clients interested in printing solutions. We managed to increase the traffic on our client’s website (advertised within the ad) with 57% vs. pp. Most important, the volume of sales during the campaign increased by 20 %.

Creative Execution
With the new printing techniques the images become alive and so did our client’s visual. The key visual consisted in a splashed tomato. The intrigue comes from the fact that we see tomato stains before and after the key visual. Within the pages before the ad, we see the first stains, very vague, but as the reader gets closer to the ad, the stains get more and more intense in colour. The key visual is also followed by stains that lose intensity as we turn the pages. It feels like someone squeezed a tomato inside the magazine. The target group represents a small world, a niche reachable only by magazines and fairs/exhibitions dedicated to them. We have placed the ad on magazines distributed on such fairs/exhibitions but also directly to all our potential customers.

Insights, Strategy & the Idea
Our client “Think Adv” is an important printing house able to implement some of the best printing solutions available at the moment. In order to strengthen its position as top player within its field, he decided to invest more than 1m euros on new production tools (capable of top performances, great effects). The target audience is formed by advertising agencies, big clients in need of print production. Our job was to remind the target group about our client’s new performances, as most of them already found out about the investment. We needed to communicate in magazines dedicated to this specialised target group and deliver the message in a relevant way. We also wanted to escape the clutter specific to such magazines, full of info and special offers (in this case, related to print production).