Rainey Kelly Campbell Roalfe has been appointed to take Emap’s flagship
young women’s title, More!, on to TV for the first time.
The campaign breaks next week, as Emap manoeuvres to buttress More!’s
positioning in preparation for the launch of ‘Project Beryl’, its new
young women’s title designed to attract More! readers as they grow up.
A series of four commercials, with an ‘easy listening’ soundtrack, all
show a month in the life of a sassy More! reader. Her busy schedule
prevents the dance music TV presenter, Normski, from getting close
enough to conduct an interview with her.
MT Rainey, the planning partner at Rainey Kelly, said: ‘It is all about
the attitude of the More! reader, who is self-possessed and doesn’t care
what anyone thinks.’
Emap’s centralised media buying agency, Universal McCann, will handle
the media, looking selectively at individual programmes, such as the
Chart Show and the Big Breakfast, rather than going by ratings.
Rainey said: ‘Advertising worked well for Just 17, and Emap is convinced
that a campaign for More! will prove just as cost-effective.’
The ad was written and art directed by Pat Holden and Gary Monaghan, and
directed by Zac Ove through TTO productions.