Lurzer's Archive: ACCOUNT MAN MONTHLY

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: LURZER INTERNATIONAL ARCHIVE

Product/Service: LURZER INTERNATIONAL ARCHIVE

Agency: LEO BURNETT LONDON

Agency: ARC UK

Ecd: Justin Tindall (Leo Burnett)

Creative Director: Garry Munns (Leo Burnett)

Creative Director: John Jessup (Leo Burnett)

Copywriter/Art Director: Ben Gough (Leo Burnett)

Head Of Art: Lance Crozier (Leo Burnett)

Designer: Tim Fletcher (Leo Burnett)

Art Buyer: Bernice Arlow (Leo Burnett)

Producer: Simon Gregory (Leo Burnett)

Photographer: Fern Berresford

Designer, Typographer: Mark Denton

Account Handler: Alex Warner

Media placement: Direct Mail - Covering Lurzer Archive Magazines - 29 April 2012



Describe the objective of the promotion.

Get more people to subscribe to Lürzers Archive, a magazine that collates the best advertising from around the world. As such, it is often nicked by creatives and has the line The World’s Most Stolen Magazine.



Describe how the promotion developed from concept to implementation.

For a limited time people who subscribed to Lürzer’s Archive received a year’s worth of Untouchable Covers. These were fake magazine sleeves that wrapped around Lürzer’s magazine, not only disguising them from thieves but making them so boring, controversial or horrible that nobody will want to even pick it up.



Explain why the method of promotion was most relevant to the product or service.

The promotion perfectly fits with the product because it is integral to the product. It perfectly brought life the idea of The World’s Most Stolen magazine – in a stand-out way. It offered a real solution whilst also encouraging people who might buy a few copies a year to subscribe for the whole year. It was a desirable addition to the product, pitch perfectly to the target audience.



Describe the success of the promotion with both client and consumer including some quantifiable results.

It’s too early in the campaign for provable results