JWT CAPE TOWN, Cape Town / TOUCHLINE MEDIA / 2007
The pop-up mechanism means that every reader had to engage with the execuution. They couldn't just flip over without noticing it. And it conveyed the message in a fresh, dramatic manner.
This execution had an extremely high hit rate because it was so specifically targeted in a cost-effective manner. It reinforced the target market's decision to buy the magazine by focusing on it's value to the vendor, and highlighted the important social development role of the magazine's sponsor in a humble, effective way.