Print | POS | TVC | Experiential

The brief
Rebuild the bridge between the brand and the reader, remind her why New Idea is a positive purchase and remove the risk of purchase via the positioning ‘time well spent’.

Our approach
sister developed and executed a brand campaign encompassing 30” and 60” TVCs, print and POS advertising. Using the Betty Hutton original (made famous by Bjork) ‘It’s Oh So Quiet’ as inspiration, sister shot the New Idea TVC at Bent Street, Fox Studios. The upbeat and light-hearted musical is still being aired to remind readers just how well their time is being spent – every time they pick up one of Australia’s highest-selling weekly magazines.

The result
After just two weeks on air, readers recalled the brand TVC, and a lift in sales was attributed to the brand’s presence on TV and in store. sister continues to evolve the campaign with tactical executions of the TVC, as well as with refreshed print and POS.