On your way to a new way of reading?

Readly
 

Imagine subscribing to over 2 000 Swedish and international magazines. Imagine the cost. Then, imagine having access to all those magazines on your smartphone, tablet and computer for just 99 SEK a month. That’s Readly for you.

To get more people to discover this reading goldmine, we were asked to create a concept for a national campaign running as outdoor, print, direct mail, film, radio and online.

Instead of talking about all the obvious benefits – such as the very low price and the unbelievable large number of magazines – we wanted to show that virtually everyone can find a magazine covering their special interest, whether it’s beaches in Mexico, custom made guitars or wedding dresses. Or, for that matter, discover magazines and topics that you didn’t even know you were interested in. 

 

Outdoor
 

 
On your way to the usual? Broaden your horizons.

On your way to the usual? Broaden your horizons.

On your way to Stureplan? Blend in.

On your way to Stureplan? Blend in.

On your way to the usual? Broaden your horizons.

On your way to the usual? Broaden your horizons.

On your way to your mother-in-law? Make sure you know what you're talking about.

On your way to your mother-in-law? Make sure you know what you're talking about.

On your way to an away game? Study your opponents form. (In Swedish, "away game" also means having a one nights stand.)

On your way to an away game? Study your opponents form. (In Swedish, "away game" also means having a one nights stand.)

On your way home? Dream yourself away.

On your way home? Dream yourself away.

 
On your way to swipe right? Good luck!

On your way to swipe right? Good luck!

 
 

Direct mailing
 

 
 

Social Media

In social media, we tested both the "On your way to ...?"-idea and also a different approach, with a movie showing a lot of titles accompanied by a fast drumbeat.
 

 
 
 
 

Preroll
 

 
 
 
 

Radio

We didn't think that "On your way to ...?" would do the job in this particular media. Instead, we used different sounds to help the listener to visualise different magazine categories and used the same drumbeat as in the movie.