Cannes Lions

IT RAN

lg2 TORONTO / NABS / 2017

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Overview

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Credits

OVERVIEW

Description

Introducing IT RAN Magazine. The first magazine filled with 100% ads. No content. Just a place for ads that you want to run. And for whatever reason, haven’t been able to.

Execution

How do you launch a magazine that encourages you to do anything you want in an ad? With a commercial that was everything we wanted to do in an ad. We cast who we wanted, wrote what we wanted, and shot it how we wanted. Then launched it to the industry as any magazine launch would.

Outcome

Once the charitable initiative was revealed, the ad space sold out in weeks. But more importantly, the campaign generated a 118% YOY increase in website visits. Helpline calls increased by 89%. And NABS online support service usage increased by 261%. The magazine acted as a trojan horse for a charity that had lost relevance and understanding from the very industry it supports. Poking some much needed fun at ourselves, while creating an entirely new revenue stream for NABS itself.

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