Title | RETURN AFTER READING |
Brand | MAD MAGAZIN - PANINI VERLAGS |
Product/Service | MAD 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
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.