Winners & Shortlists

RETURN AFTER READING

TitleRETURN AFTER READING
BrandMAD MAGAZIN - PANINI VERLAGS
Product/ServiceMAD MAGAZINE
Category A02. USE OF PRINT IN A MEDIA CAMPAIGN
Entrant Company SERVICEPLAN Munich, GERMANY
Advertising Agency SERVICEPLAN Munich, GERMANY
Media Agency MEDIAPLUS Munich, GERMANY
Credits
Name Company Position
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

Results and Effectiveness

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. MAD – Return after reading.

Creative Execution

Instead of going through the usual media channels, MAD decided to become the first to use the German bottle recycling system in order to give the magazine an additional added 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.

Insights, Strategy and the Idea

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.