Direct > Product/Service
WOODEN PLANK
TBWA\PARIS, Boulogne-Billancourt / KARATE BUSHIDO / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
Karaté Bushido is the historical leader in Martial Arts magazines in France. However, it was suffering from a low resubscription rate. The aim of the campaign was to create subscriber loyalty by showing them the benefit of reading the magazine on a regular basis - making progress in the practice of their sport.
CampaignDescription
The month before the date on which their subscription ended, each of the 2,978 subscribers received a wooden plank in the post, serving as a re subscription coupon, with the instruction that they were to use their skills to "cut" it and return it.
Outcome
The resubscription rate has risen by over 23% over a one-year period.
The campaign has also given rise to a major buzz in the clubs and an unaccustomed rise in the number of new subscriptions.
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