Stuff poster campaign aims to boost sales

Dennis Publishing’s men’s gadget magazine, Stuff, is launching a poster campaign this week as it looks to increase its circulation.

Dennis Publishing’s men’s gadget magazine, Stuff, is launching a

poster campaign this week as it looks to increase its circulation.



The advertising campaign, created by David Weller and Tony Hill at Maher

Bird Associates, will focus on the magazine’s November and December

issues, using the strapline, ’You know you want it.’ The posters will

appear on six-sheet illuminated poster sites on London Underground. A

radio campaign will support the poster advertising through stations in

London and the Midlands. Media buying is by New PHD.



The poster ads look like red velvet padded doors with a letterbox, which

can be opened to reveal objects such as a Ferrari or a motorbike.



The ads coincide with editorial changes to the magazine including new

sections on fashion, grooming and travel.



Bridget Marrison, the magazine’s publisher, said: ’Stuff has exceeded

our expectations. We want to take it on to the next stage.’



Maher Bird’s creative director, Graham Kerr, said: ’It was clear from

the outset this would not be a conventional poster campaign.’



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