Direct > Product/Service
FOCUS SUBSCRIPTION CAMPAIGN
OGILVYONE WORLDWIDE, Frankfurt / FOCUS MAGAZIN VERLAG / 2003
Overview
Credits
OVERVIEW
BriefExplanation
FOCUS is a contemporary news magazine in Germany and market leader in subscriptions. The goal was to maintain and improve this position. Not an easy task in the present market situation dominated by lagging consumption and decreasing brand loyalty. Generally, a solid subscriber base is also a decisive argument in selling advertising space – the most important source of revenue for a magazine. A further problem was that the competition was increasingly orienting itself on FOCUS' successful subscription campaign – there was a clear danger of communicative exchangeability.
CampaignDescription
To 'focus' on the absolute essentials. A promotional gift for each subscription is visualised in two corresponding elements: the clearly and attractively presented gift itself and the headline. The logo is an integral part of the headline and thereby unmistakably communicates the brand 'FOCUS' and the offer 'FOCUS subscription'. Probably no subscription campaign was ever developed which was more direct and immediately understandable. Not to mention so absolutely unmistakable, unique and impossible to imitate.
Outcome
The subscription campaign was able to considerably increase the already high number of FOCUS subscribers. Specifically with regards to gift subscriptions, the campaign improved the response rate by 48%. The basis for comparison was the response rate for the same month of the previous year.
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