Cannes Lions

HUMO MAGAZINE

MORTIERBRIGADE, Brussels / HUMO MAGAZINE / 2015

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Overview

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Credits

Overview

Description

Humo Magazine has long time been known for its particular style of humour. Many people have had the feeling that this had disappeared from Humo over the past years. With this activation, we wanted to prove them that Humo is still the same alternative magazine, that dares more than any other Belgian magazine.

The Humo Miracle is a concept campaign that is all about the incredible ways in which magazine Humo managed to increase its number of readers. One of these ways was a campaign that used visitors of erotic webcam sites as target audience. We teamed up with Belgium's largest soft porn producer and pranked his fanbase. Amongst the real webcam girls, there were 2 girls that performed in a movie that was directed by us. In the middle of the erotic show, thecamera turns and Humo's cartoonist talks directly to the viewers, gently blackmailing them into trying Humo for free.

Execution

Humo Magazine has long time been known for its particular style of humour. Many people have had the feeling that this had disappeared from Humo over the past years. With this campaign, we wanted to prove them that Humo is still the same alternative magazine, that dares more than any other Belgian magazine.

We teamed up with a soft porn producer and offered his fanbase of 240.000 men a free erotic webcam session. The session got interrupted by Jeroom (Humo's cartoonist). He claimed he was filming the viewer via the webcam.

The viewers then could choose: either subscribe to Humo, or share the images on Facebook. Then we adapted and expanded the campaign to Facebook, allowing people to prank their friends, with some more movies.

Outcome

The campaign quickly spread, causing a lot of awkward laughs and huge amounts of subscriptions.

240.000 men swear that they did NOT see the free live webcam session

the campaign platform was shared 12.500 times

resulting in almost 12.500 subscriptions to the digital version.

A response of 100%

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