Time Promo, Case study TIME FRAMES by TIME WARNER

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Industry Magazines
Media Promo & PR, Case study
Market United States
Executive Creative Director John Liegey
Art Director Jennifer Oprysko
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Product/Service: NEWS & INFORMATION
Date of First Appearance: Nov 1 2010
Entrant Company: TIME WARNER, New York, USA
Entry URL: http://www.time.com/time/timeframes/
President/ Chief Creative Officer/ Senior Vice President of Time Warner: Mark D'Arcy (TIME WARNER GLOBAL MEDIA GROUP)
Executive Creative Director: John Liegey (TIME WARNER GLOBAL MEDIA GROUP)
Senior Vice President of Content Development & Production: Rich Rosenthal (TIME WARNER GLOBAL MEDIA GROUP)
Executive Director: Dave Statman (TIME WARNER GLOBAL MEDIA GROUP)
Executive Director: John Lilliquist (TIME WARNER GLOBAL MEDIA GROUP)
Art Director: Jennifer Oprysko (TIME WARNER GLOBAL MEDIA GROUP)
Media placement: Print Campaign - Fortune, Money, SI, Golf, TIME, WSJ, Financial Times - November 2010
Media placement: Consumer Sites - TIME.com, CNNMoney.com, SI.com, Golf.com, WSJ.com - November 2010
Media placement: Outdoor - Billboards, Bus Shelters, Commuter Stations, Hudson News Hanging Posters - December 2010
Media placement: TV Special - CNN - November 2010

Insights, Strategy & the Idea
TIME came to us with a challenge. Paid journalism was under assault as never before. The 24/7 news cycle and disruptive technology that offers millions the tools to share their opinions instantly had led many to question the need for weekly news magazines – a category TIME actually created in 1923.

We decided to reframe the issue literally, proclaiming that “not all opinions are created equal, and that “understanding” is scarcer than ever.

Using TIME’s iconic red frame we set out to demonstrate the clarifying power, relevancy and value of TIME’s perspective to create TIMEFrames: an international print, online and outdoor campaign.

Creative Execution
We asked TIME’s journalists to select today’s most pivotal issues -- such as War, the Environment, Religion and Politics – and use TIME’s 80-plus-year archive to put them in context.

Then we placed over-sized, dimensionalized red frames in our print, outdoor and digital campaigns to focus attention on surprising elements of dramatic images paired with provocative questions – tagging them with distinctive custom QR codes that echoed the subjects and offered our audience on-demand insight, taking them online to relevant episodes of an original digital series. What started out as a print campaign led to a companion original digital series a CNN special and culminated in a single-topic issue.

Results and Effectiveness
Current plans are for TIME Frames to become an editorial lens for how TIME tells key stories in the future as well as a real-world tour featuring an actual imposing frame being built and serving as a “digital campfire”.

TIME Frames over-delivered with a nearly 600% increase in video plays on the site. The campaign received the highest “Noted” (Recall) scores of readers polled, prompting a dramatic increase in favourable opinion of TIME, visits to its main website, recommendation of TIME and purchase of it (as measured by Starch research).