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.

The subscription campaign was able considerably to 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.