Rolling Stone Magazine: BELIEVE IN A NEW GOD, 5

Credits & Description:

Category: Publications & Media
Advertiser: ROLLING STONE
Product/Service: MAGAZINE
Agency: MARCEL
Date of First Appearance: Apr 7 2011
Entrant Company: MARCEL, Paris, FRANCE
Entry URL: http://www.believeinanewgod.com
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Creative Director: Florent Imbert (Marcel)
Creative Director: Véronique Sels (Marcel)
Creative Director: Emmanuel Lalleve (Marcel)
Copywriter/Art Director: Florent Imbert (Marcel)
Copywriter/Art Director: Véronique Sels (Marcel)
Copywriter/Art Director: Emmanuel Lalleve (Marcel)
Art Director: Eulalia Bartolomeu (Marcel)
Art Director: Bastien Grisolet (Marcel)
Developper: Peter Prosper (Marcel)
Account Supervisor (Partner): Pascal Nessim (Marcel)
Illustrator: Denis Courare
3D Design/Production: Jeff Descourbes (Mathematic)
Animator: Laurent Gillot (WAM)
Animator: Aurelia Vernhes (WAM)
Sound Designer: Etienne de Nanteuil (WAM)
Production Manager: Sébastien LLanta (Marcel)
Agency Producer: Cleo Ferenczi (WAM)
Media placement: Website - Internet - 7 April 2011
Describe the brief/objective of the direct campaign.
In France, sales of Rolling Stone magazine are down. But the special issues relating to the life of rock’n’roll icons are successful. We proposed to the magazine to put the emphasis on these special issues to make them known to a wider audience.
Objective: Initiate a strong relationship between people and the magazine.
The idea : create surprising interactions between Rock icons and people.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The concept : Believe in a god every month.
The online solution : a website where you can learn more about rock icons through documentaries on youtube, music, pictures, RollingStone articles, interactive tools and functionalities. For example, on this website you can send flowers to Jim Morrison’s grave at the Père Lachaise Cemetery, give a personal award to Tina Turner, put your name on a guest list to see Jimi’s concert in paradise the day you actually die, see what your child would look like if Jimi Hendrix was the father, book a wedding in Tijuana like Tina Turner did… and also find a good divorce lawyer. You also can share these functionalities with other fans on Facebook. Banners on the Rolling Stone website alerted users to the new site.
Explain why the creative execution was relevant to the product or service.
Through this digital approach, we had the ambition to refresh the image of the good old Rolling Stone magazine and to make a new generation discover it. And we did.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- 354.970 videos viewed
- 17.800.000 impressions
- 187.700 posts on facebook
- Each viewer was reached at least 3 times with a brand message
- 19% increase in the notoriety of the brand