| Title | RETURN AFTER READING |
| Brand | MAD MAGAZIN - PANINI VERLAGS |
| Product/Service | MAD MAGAZINE |
| Category |
B02. BEST LOW BUDGET CAMPAIGN |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Henning Patzner |
Serviceplan |
Executive Creative Director |
| Cosimo Moeller |
Serviceplan |
Executive Creative Director/Copywriter |
| Jan Kromka |
Serviceplan |
Art Director |
| Valeria Wentzler |
Serviceplan |
Account Supervisor |
| Florian Panier |
Serviceplan |
Creative Producer |
The Brief
Every week, 24 Million magazines are sold in Germany. But after being read, they lose their value and end up in the trash can.
MAD – the world’s most intelligent magazine was looking for an extraordinary, attention-grabbing initiative that would prove the added value that MAD provides to its readers. Even if the magazine has already been read and has apparently lost its value to the reader.
Creative Execution
No magazine in the world is as self-deprecating as MAD. And this initiative proves once again that MAD provides an added value through unusual ideas.
MAD – Return after reading.
Describe the creative solution to the brief/objective.
MAD used the bottle recycling system in Germany to give the magazine additional value. In January 2014, MAD printed a bottle recycling barcode on all of the back covers of their magazines. By rolling up the magazine and putting it in a bottle recycler, every reader could receive 25 cents per issue. This allowed MAD magazine to prove that it remains valuable even after having been read.
Results
Thus far, more than 30% of magazines have been returned at recycling machines, meaning that at least this fraction of MAD’s readership has welcomed the idea and will probably also read the next issue.
Thanks to our long-standing customer relationship with MAD Magazine, no costs were incurred by printing the ad in the magazine itself. It’s therefore more appropriate to call this a no-budget production rather than a low-budget one.