The commercial raised high interest among the readership of the society-magazine.

Usually, letters to the editor are about the content and not the ads. Nevertheless, the letters reflected a consistently positive reaction relating to the uncommon advertisement.

A pleasant side effect: Due to the cooperation and the connection, a booked 1/1 ad became a 2/1 one.

The agency started a cooperation with the society-magazine. The advertisement was placed in the bottom section of a double page and showed a clean, shiny and glossy parquet floor. The whole content of the editorial part above it, texts and images, reflected in the shiny surface of the glossy parquet floor below and created an interaction of the ad and the editorial part in that way.

The parquet-cleaning product “Opti” is an old, well-known brand, but hasn’t been promoted in the last few years. Housewives, our relevant target group, are aware of the brand but don’t have it in their “Relevant Set” anymore. The mission was to bring it back for discussion again.

A small media-budget and only a few planned publications made it necessary to create an innovative idea and demonstrate the main benefit of “Opti” – the gloss.

The idea: A connection of editorial part and an advertisement on a page in a magazine. As a media-channel, the Austrian society-magazine “SEITENBLICKE” was chosen; a magazine which fits to the target group as well as to the creative idea.