Apr
29

Greatest Marketing Campaigns: Magazine

William Casey Asbill-Beck
ENT610: Entrepreneurial Creation
Greatest Marketing Campaigns: Magazine

Magazines constitute a mass medium through witch distinctive culture can be brought to a worldwide audience. They can present great ideas and literature in a different formant than magazines and they are cheaper than books. Magazines can act as a unifier because they offer manufacturers to a worldwide audience.

Brand Name: Moto X
Product Type: cell phone service provider
Campaign Title: Wired Magazine Interactive Print
Agencies: Wired Magazine, Google
Client: Motorola
Resources: https://www.youtube.com/watch?v=iMrZmSPpIRw

Description: 150,000 New York and Chicago editions of January’s Wired magazine, the ad lets readers change the color of the handset on display by tapping controls located at the bottom of the page.

Ad Campaign Objectives: For Motorola to advertise the multiple colors in their new Moto X. WIRED Magazine gains advertisement. Both companies create the first official interactive magazine advertisement of its kind.

Target Market: The New York and Chicago area and continued marketing online.

Desired Reaction: To engage the reader and have them create a visual new phone. Continuing advertisement through online viral marketing

Creative Strategy: Creating the first interactive magazine advertisement using almost paper thin LED’s and batteries.

Brand Name: Lego
Product Type: Construction Set
Campaign Title: Minimal Advertisement Campaign
Client: Lego Group
Resources: http://mmminimal.com/legos-minimal-imagine-campaign-by-jung-von-matt/, http://www.lego.com/en-us/ http://spyrestudios.com/26-minimalist-ads-that-inspire/, http://www.boredpanda.com/minimalist-print-ads/, http://club.lego.com/en-us/

Description: Classic pop culture characters are created out of LEGO’s and depicted in LEGO magazine and other various children and teen publications.

Ad Campaign Objectives: Using a minimalist art style, LEGO is trying to showcase the ease of creating characters out of their pieces and promote creativity.

Target Market: Children, young adults, and adults.

Creative Strategy: “Minimalism or Minimal Art is a form of abstraction. It focuses on the most essential and elemental aspects of an object. Minimal art aims to reduce its content to rigorous clarity. It may try to rid itself of evocative affect, but it does not always succeed.” This is the definition provided by the National Art Museum. LEGO and corporations explored styles of minimal advertisement since they often require less time, work, and money while also being catchy and current with a growing popularity in minimalism.

Brand Name: World Wildlife Fund
Product Type: Environmental conservation and restoration organization, Charitable Trust
Client: World Wildlife Fund for Nature
Resources: https://adsoftheworld.com/taxonomy/brand/wwf, http://worldwildlife.org/, http://worldwildlife.org/magazine

Description: The world’s leading conservation organization, WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF’s mission is to conserve nature and reduce the most pressing threats to the diversity of life on Earth. Our vision is to build a future in which people live in harmony with nature.

Ad Campaign Objectives: By 2020, the World Wildlife Fund hopes to conserve many of the world’s most ecologically important regions by working in partnership with others to protect and restore species and their habitats; strengthen local communities’ ability to conserve the natural resources they depend upon; transform markets and policies to reduce the impact of production and consumption of commodities; ensure the value of nature is reflected in decisions made by individuals, communities, governments and businesses; mobilize hundreds of thousands of people to support conservation.

Target Market: Worldwide

Desired Reaction: To gain members, raise awareness, obtain donations, and continued marketing.

Creative Strategy: World Wildlife Fund utilized artwork symbolizing the relationships between humans and nature.
Brand Name: Reporters Without Boarders
Product Type: International non-profit, non-governmental organization
Campaign Title: The Voice
Agencies: International Freedom of Expression Exchange, Publicis Group
Client: Reporters Without Boarders for Freedom of Information
Resources: https://en.rsf.org/, https://www.youtube.com/watch?v=mx48zKeJxlQ, http://theinspirationroom.com/daily/2011/reporters-without-borders-voice/, http://rsf.reed.be/

Description: A magazine advertisement, ran in Belgium, that used a QR code and smartphone to make the advertisement interactive. The talking ad worked by scanning the code with a smartphone, then place the phone in the outlined area provided on the page.

Ad Campaign Objectives: To denounce attacks on freedom of information, to act in cooperation with governments to fight censorship and laws aimed at restricting freedom of information, and to morally and financially assist persecuted journalists as well as their families.

Target Market: Belgium, then worldwide via social media and their online campaign.

Desired Reaction: To raise awareness about how some 500 journalists are arrested, 1000 assaulted or threatened, and over 500 media outlets censored every year. To advertise their book 100 Photos of Rene Burri for Press Freedom and to publicly denounce current political figures attacking freedom of information.

Creative Strategy: The Voice campaign was developed at Publicis Brussels by copywriter Kwint Demeyer, art director Daniel Vandenbroucke, creative director Paul Servaes, creative director Alain Janssens, agency producer Dominique Ruys, digital account director Nadia Dafir, web design developer Denis Evlard, shooting and editor Dimitri Ryelandt, account manager Mikaël Ogor, strategic planners Vincent d’Halluin and Tom Theys. Photography was sourced from Getty Images. Translators were Fabrice Storti and Richard Welss. Filming was shot by director and producer Gunther Campine via Rabbit, Brussels with executive producer Ruben Goots, director of photography Kassim Ahmed, editor Jan Hameeuw. Visual effects and post production were done at The Fridge. Sound was designed by Yves De Mey at Sonicville. Sound was produced Think N Talk.
Brand Name: Blue Ridge Outdoors
Product Type: Monthly magazine guide to the outdoors
Campaign Title: The Next Great Mountain Town
Agencies: Blue Ridge Outdoors, Green River Adventures
Client: Saluda, North Carolina
Resources: http://www.blueridgeoutdoors.com/go-outside/saluda-n-c-next-great-mountain-town/, http://www.blueridgeoutdoors.com/,

Description: Blue Ridge Outdoors is a distinctive guide to the outdoor sports, health, and adventure travel in the Southeast and Mid-Atlantic. The December 2013 issue featured an article about Saluda, North Carolina being the next great mountain town and featured listings of activities, lodging, restaurants, and outdoor locations in the area.

Ad Campaign Objectives: To promote tourism in Saluda, North Carolina.

Target Market: Southeast and Mid-Atlantic

Creative Strategy: The town of Saluda, North Carolina worked with Blue Ridge Outdoors writer Graham Averill to create this article showcasing Saluda’s attractions and the online version of the article provided hyperlinks to various businesses in Saluda.

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