Playboy South Africa: Playboy 'Playbutton'

In April 2013, Playboy Magazine in South Africa printed its last issue. In a country where traditional media owners have a stigma against publishing risqué material, Playboy needed to explore alternative media solutions to help migrate their loyal readers to their online site. Since Playboy couldn’t reach their market through traditional media, mobile billboards took the message directly to the audience. By turning its famous masthead into a digital icon, the Playboy URL became a call-to-action that reminded you why online is better than magazine.
Agency: Y&R South Africa

Results: The campaign has helped to drive up online subscriptions by 224% and Facebook fans by 2667%.