| Title | SABADO’S SEEDS COVER |
| Brand | COFINA |
| Product/Service | SABADO MAGAZINE |
| Category |
A06. USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
MSTF PARTNERS Lisbon, PORTUGAL
|
|
Advertising Agency
|
MSTF PARTNERS Lisbon, PORTUGAL
|
Credits
| Susana Sequeira/Lourenço Thomaz |
MSTF Partners |
Executive Creative Director |
| Tomas Froes |
MSTF Partners |
Account Director |
| Duarte Azevedo |
MSTF Partners |
Account Executive |
| Sara Couto/Patricia Mariano |
MSTF Partners |
Copywriter |
| Daniel Palma/Vasco Thomaz/Duarte Cardoso Pinto |
MSTF Partners |
Art Director |
| Tomas Froes |
MSTF Partners |
Planner |
| Kiko Magalhaes/Duarte Lemos/Martim Lemos |
MSTF Partners |
Producer |
The Brief
Sábado, the most sold newsmagazine in Portugal, celebrated 10 years of existence in 2014.
To celebrate its anniversary we were asked to develop one, original and surprising, idea per month.
In March, we decided to acknowledge the past and reinforce Sábados’ role in the future, whilst also celebrating the start of spring and global tree day.
Describe how the promotion developed from concept to implementation
We developed a special issue, a cover made with wild flower seed paper and invited readers and challenged every school to plant this edition on the 21st of March, and share their pictures and videos.
To communicate this edition we also developed a special outdoor. A Sábado magazine planted in real earth in the middle on Lisbon.
Describe the success of the promotion with both client and consumer including some quantifiable results
Besides the buzz generated around this edition and the hundred of pictures that arrived at Sábado's officer's, the seeds grew and fourished, this special issue sold 30% above averege.
Explain why the method of promotion was most relevant to the product or service
Besides the buzz generated around this edition and the hundred of pictures that arrived at Sábado’s offices’s, the seeds grew and flourished, this special issue sold 30% above average.