Cannes Lions

ROLLING STONE MAGAZINE

MARCEL, Paris / ROLLING STONE MAGAZINE / 2011

Overview

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Credits

Overview

Description

In France, sales of Rolling Stone magazine are down. But the special issues relating to the life of rock’n’roll icons are successful. We proposed to the magazine to put the emphasis on these special issues and make them known to a wider audience. The concept : Believe in a god every month, a multimedia campaign to discover rock’n’roll icons like never before.

Execution

We developed iconography based on medieval paintings and artwork with a trashy touch of Rock ’n’ Roll. We mixed both styles across all media, including: - print and posters telling the story of some of the most famous icons: Jimi Hendrix, Jim Morrison, Tina Turner…- ambient taking advantage of wild posting sites used by Young music talents to invite youngsters to discover the life of Rock icons from another generation.- a website to learn more about these icons through archives (YouTube, pictures, music, Rolling Stone articles… ).- interactive tools and functionalities to create a closer relationship between icons and people.- functionalities to share on Facebook.

- email responses from the magazine.- and also a very special issue of the campaign on special paper ( vellum paper ) for the dealers of the magazine in order to remind them to order the next special issue.

Outcome

- 35% increase in notoriety of the brand.- 1 out of 5 metropolitan users reached by the campaign.- 24% of the audience watched the website completely.- 17,800,000 impressions.- Each user was reached at least 3 times with a brand message.- 16% increase of sales in kiosks.

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2018, ROLLING STONE MAGAZINE

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