Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: RODALE MOTORPRESSE
Product/Service: MEN’S HEALTH
Agency: KNSK WERBEAGENTUR
Chief Creative Officer: Detmar Karpinski (KNSK Werbeagentur)
Creative Director: Tim Krink (KNSK Werbeagentur)
Creative Director: Ansgar Böhme (KNSK Werbeagentur)
Creative Director: Ulrike Wegert (KNSK Werbeagentur)
Copywriter: Melanie Negasi (KNSK Werbeagentur)
Agency Producer: Kerstin Arndt (KNSK Werbeagentur)
Art Direction: Boris Schatte (KNSK Werbeagentur)
Graphic Design: Sidney Taper (KNSK Werbeagentur)
Graphic Design: Nils Ross (KNSK Werbeagentur)
Account Supervisor: Torsten Nitzsche (KNSK Werbeagentur)
Media placement: ambient media - overland bus - 17 January 2012
Describe the objective of the promotion.
Men’s Health is the lifestyle and fitness magazine for men. The magazine regularly offers readers tips for losing weight. We install special Men’s Health safety belts in a bus which shows the traveller if he’s fit or fat. We placed an issue of the magazine on every seat as well, so the audience came directly in contact with the product.
Describe how the promotion developed from concept to implementation.
The promotional concept was brought to life exactly as we planned it with a lot of help from Men’s Health and our bus passengers.
Explain why the method of promotion was most relevant to the product or service.
The combination of the interactive fit or fat belt with the magazine which the audience could read while travelling was an outstanding way to advertise in a promotional way for a men’s magazine.
Describe the success of the promotion with both client and consumer including some quantifiable results.
A significant request for the men’s health magazine was noted.