The Mail on Sunday: Battle

Description
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THE BRIEF

To force both appraisal & re-appraisal of the brand.

What our target don’t realise is that the MOS has two distinct magazines, You for women and Live for men. We needed to turn the traditional proposition on its head; rather than getting two free magazines with the main paper; you buy two magazines and get a free newspaper. Once people read the magazines they realise the MOS is also a paper for them – the content and its contributors make you think differently about the brand.

The fact that MOS offers something for her and something for him took us very quickly to Male/Female territory – only the MOS can bring peace and harmony to the traditional battle of the sexes… the MOS is Male and Female on Sunday.

Cinema was the perfect choice as the best way of getting to our new audience. It’s an underutilised medium, a place we can specifically target our (often elusive) audience in an already engaged environment. Most people visiting the cinema on a Friday/Saturday night are young couples – this gives us the chance to really target our messaging exclusively to them.

To support the campaign MOS is running a mass sampling exercise for the two magazines. Not only will the audience be driven to reappraisal by the film but then they can experience the product for themselves, with audiences being given their own copy of the magazine complete with incentives to purchase & unique offers.

This engagement strategy is the first of its kind – no other paper or magazine has ever advertised on cinema before and whilst sampling is not totally new, it has never been with a brand film. Essentially MOS is putting its money where its mouth is.