New Media Publishing Promo COLLECTABLE LAMP by 140 BBDO Cape Town

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COLLECTABLE LAMP

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Industry Magazines
Media Promo & PR
Market South Africa
Agency 140 BBDO Cape Town
Executive Creative Director Ivan Johnson
Art Director Sonja Fahn
Copywriter Mike Pearson
Designer Heath Nash
Photographer Bryan Traylor
Released September 2010

Credits & Description

Category: Publications & Media
Advertiser: NEW MEDIA PUBLISHING
Product/Service: MAGAZINE
Agency: 140 BBDO
Date of First Appearance: Sep 15 2010
Entrant Company: 140 BBDO, Cape Town, SOUTH AFRICA
Chief Creative Officer: Mike Schalit (140 BBDO)
Executive Creative Director: Ivan Johnson (140 BBDO)
Copywriter: Mike Pearson (140 BBDO)
Art Director: Sonja Fahn (140 BBDO)
Art Director/Designer: Kate Butcher (140 BBDO)
Designer: Heath Nash (n/a)
Photographer: Bryan Traylor (Locker 14)
Media placement: Magazine insertion - 3 months - VISI Magazine - 20.01.2011

Describe the objective of the promotion.
VISI Magazine only runs every two months and can suffer from being forgotten. Thus, they needed a promotion to encourage readers to buy more than one magazine in a row.

Describe how the promotion developed from concept to implementation.
For years children's magazines have given away pieces of dinosaur skeletons to build, over several issues to ensure that parents have to buy every issue for their kids.
We thought, why not do that for adults?
VISI readers love design and decor, so we designed an exclusive lamp with acclaimed designer Heath Nash and split it over three issues. Thus, if people wanted to build their designer lamp, they had to purchase three VISI Magazines.

Explain why the method of promotion was most relevant to the product or service.
VISI Magazine readers are lovers of design, decor and architecture. They're also enjoy a bit of DIY, which is why this promotion, which allowed them to build their own exclusive lamp over three issues, was perfect for them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Unfortunately, the campaign has only broken recently and no results are available presently.