On your way to a new way of reading?
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.
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.
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.