ROCKERS DON'T SCRUB-STAMP by Koen Amstelveen for GUP

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ROCKERS DON'T SCRUB-STAMP

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Industry Magazines, Business equipment & services, Corporate Image
Media Promo & PR
Market Netherlands
Agency Koen Amstelveen
Creative Director Jasper Jager
Art Director Neeltje Vervoort
Copywriter Jochem Rijlaarsdam
Released January 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: GUP MAGAZINE
Product/Service: SUBSCRIPTION
Agency: &KOENSESEVEREIN
Date of First Appearance: Jan 14 2010 12:00AM
Entrant Company: &KOENSESEVEREIN, Amsterdam, THE NETHERLANDS
Entry URL: http://www.gupmagazine.com
Copywriter: Jochem Rijlaarsdam (&KoenseSeverein)
Art Director: Neeltje Vervoort (&KoenseSeverein)
Creative Director: Jasper Jager (&KoenseSeverein)
Media placement: Stamp - Rock Events - January 2010
Media placement: Webpage - Online - January 2010
Media placement: Sticker - GUP Magazine - January 2010

Describe the objective of the promotion.
Guide to Unique Photography (GUP) is an independent photography magazine based in Amsterdam. GUP is published six times per year and has a circulation of 15,000. Individual sales are going well but the number of subscribers is stuck at approximately 1,000 – and it is precisely subscriptions that matter. They are good for providing steady income and fans that can be communicated with. For this reason, GUP made available 200 free copies of its Pop Rock issue to recruit new subscribers. Target group: Alternative young art lovers. Objective: Recruit 25 subscribers.

Describe how the promotion developed from concept to implementation
We needed a place where we could bring the GUP Pop Rock issue to the attention of alternative young art lovers. We chose the rock event Noorderslag in Groningen and de Melkweg in Amsterdam as the scene of the action. When you go in, or if you go outside to smoke, you get a stamp on your arm to show that you have paid. We replaced the stamp with a special GUP stamp, with which we communicated our campaign to the target group.

Describe the success of the promotion with both client and consumer including some quantifiable results
The stamp led to a lot of surprised and curious glances. Even non-smokers had stamps put on their arms to get a free Pop Rock issue. Result: 53 new subscribers (target: 25)

Explain why the method of promotion was most relevant to the product or service
The stamp took the form of a tattoo, typical for the rock scene. A real rock fan doesn’t wash off a ‘tattoo’ stamp like that right away, which meant that, thanks to 24-hour ink, the offer was still legible the following day. The stamp directed people to the campaign site, where they entered their details. By doing so, they got the chance to win one of the 200 free Pop Rock issues. Every copy contained a campaign card giving the reader a 20% discount on a subscription. Those that did not receive a Pop Rock issue were sent an e-mail so that they could benefit from the discount anyway.