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  • B2

' Keeping It Real '

Client: Bauer Publishing
Brand: Take A Break

The challenge
How could we get people to buy Take a Break after the Christmas publishing holiday and protect the magazine’s position as the market leader?

The solution
Our objective was clear – to increase sales the week the advert was on air. Having worked with Take a Break for more than 15 years, we’ve established three rules for campaign success. Advertising should: feature this week’s editorial content, show clear branding and talk to the audience in an empathetic and genuine way. The latest campaign vehicle was to show the emotions that were triggered from that week’s real life stories and to build intrigue throughout the advert as to what the women were reacting to.

Results
An immediate sales uplift in excess of 10% in the advertising period, rejuvenating readers interests and habits for the year.

One more thing
All production and development was completed in the three weeks before publication when the stories and cover were decided.

 

 

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