modi magazine

THE CHALLENGE:

When I first joined FCB it was seen to be solid, but frankly, lacking in innovation. Our client “wishlist” included more fashion and tech accounts.

 

OUR STRATEGY:

We created “MODI” (meaning “ways”), a magazine specializing in avant-garde communication applied to six major categories: art&design, food&drinks, fashion, mobility, technology, advertising. We mailed a co-ordinated letter and Promocard to 5,000 prospects – introducing Modi’s birth and philosophy – plus a coupon for ordering. We simultaneously ran a full-page magazine ad (in inflight magazines) with a microsite address allowing us to gather info on our new prospects. The site also linked to the agency’s local and international websites. Modi arrived bi-monthly upon request.

 

RESULTS AFTER FIRST RELEASE:

101 requests for Modi, 18 invitations to present our agency, 2 invitations to new-business pitches, 4 on-going projects of collaboration (including Motorola and D&G).

Modi magazine also allowed our young creatives a release from working on our more conservative, day-to-day clients, so valuable talent remained in FCB much longer.

 

 

MEDIA: DIRECT-MAIL LETTER, eDM, PROMOCARD, MAGAZINE AD, MICRO-SITE.


sectors: , | 2009