Dossier: a popular trade advertising publication in Argentina. Formats: a weekly news magazine with monthly supplements on BTL, Print, TV, Outdoor, Radio, etc.The mission? To increase advertising revenues.

Create and promote a new advertising medium: the ENVELOPES in which the magazines are mailed.

We offered that space as a back cover space, using creative examples related to the supplement’s theme.On the back flap of envelopes was the Call To Action: contact Dossier to learn about new advertising options.TV ADVERTISING ISSUE:A flat hourglass, because “on TV, seconds counts”.MAGAZINE ADVERTISING ISSUE:A removable tea bag. A cup of tea is a relaxing break, even to enjoy a magazine.OUTDOOR ADVERTISING ISSUE:Poster to display the latest work by 30 suppliers (advertisers) of outdoor advertising.

Shortly after the Outdoor piece was released, Dossier had already sold all its envelopes for 2008! Making an additional income for 2008, of over US$220,000 and increased Dossier’s ad revenues by 14% per issue. The cost of the campaign: less than zero (the advertising revenues from the Outdoor issue covered creative and production costs).