Cannes Lions
BWIN.PARTY SERVICES , Vienna / BWIN INTERACTIVE ENTERTAINMENT / 2009
Overview
Entries
Credits
Execution
This rather unusual placement was intended to introduce bwin and its line-up to new, enlightened target groups. This proactive and flamboyant appearance on a relatively uniform magazine rack was designed to bring attention to the brand.This double-page cover has optimally enabled both Fleisch and bwin to communicate their respective brand philosophies to the readers.
Outcome
Huge blog activity, major impact within the opinion leader top segment The attitude that enhances the fuck luck statement was fully authentic within the frame work it was presented in... (due to financial crisis this artsy, culty, fancy magazine does not have enough funds to be printed and a company such as bwin buys the front page and writes fuck luck on it??????)Selling out of the mentioned issues in all kiosks in Vienna, high sympathy towards bwin for saving the "niche" - avantgarde magazine - of not being published!!