Brand: Grazia Client: Emap Consumer Media Brief: Launch Grazia, Britain's first weekly glossy Target audience: ABC1 women aged 25 to 44 who read glossy monthlies and celeb weeklies AGENCIES Media: OMD UK Creative: Fallon PR: Ian Monk Associates
Emap's multimedia launch campaign for Grazia began last February. The title is Britain's first weekly glossy magazine, positioned between traditional monthly glossies and celebrity weekly titles.
Its target audience is 25- to 44-year-old urban, upscale, modern women, leading busy lives. Grazia needed to create a strong impact with a media plan and creative approach that encouraged weekly purchase, while retaining the aspirational cues of a glossy. The brand message was that we shouldn't wait for what we want. It was important to develop a strong, consistent tone of voice and visual look for all communication.
The objective was to establish Grazia as Britain's first weekly glossy through challenging established purchasing behaviour and ensuring the audience understood and valued its proposition. The launch plan was designed to prompt and reinforce a behavioural change.
- TV: TV was a proven vehicle for the launch and ongoing support of Emap's other women's success stories - Heat and Closer - and was brilliantly suited to deliver against Grazia's strategic objectives.
Ads would run in the breaks of the favourite programmes of the target audience, across a range of channels. Fallon developed three 30-second and ten-second executions with the theme "impatience is a virtue". The 30-second ads established brand identity and reinforced glossy cues and the ten-second ads drove weekly sales.
- Outdoor: Activity was focused on five cities and driven by the location of retail brands known to appeal to the audience - Selfridges, Harvey Nichols, Malmaison and SpaceNK in London, Manchester, Birmingham, Edinburgh and Leeds. Six-sheets ran to target potential point of purchase.
- Press: At launch, and subsequently around special issues, the role of press was to reinforce Grazia's weekly frequency with vibrant colour strips in the qualities, Daily Mail and Metro newspapers on Tuesday and Wednesdays only.
- Radio: Radio was included to familiarise potential readers with the brand name and added another layer to the launch communication.
- Viral: Viral was used at launch where an e-mag was available and has been used subsequently to support special issues.
- Sampling: Sampling played a key part in the plan both pre-launch, where 650,000 bespoke copies were given out, and as the magazine has developed through price promotion and in-store mechanics. It has become very clear that "to try Grazia is to love it".
- PR: Ongoing placement of key editorial features and pictures against cover credits in national media. Broadcast opportunities were created to position Grazia spokespeople as fashion, lifestyle and celebrity experts.
Grazia is now the UK's number-one glossy in volume sales, regularly selling more than 150,000 copies a week. Awareness among the target is at 53 per cent. Grazia is the UK's most successful women's magazine launch in terms of retail sales value. The audience profile has delivered the pre-launch objective of upscale working women who have grown up reading glossy magazines and some 92 per cent of readers believe Grazia is different from other titles.
THE VERDICT - Tim Elton partner, Tonic
How much would you have to pay for your ad campaign to be endorsed by the A-listers Kate Moss and Madonna?
In the magazine business, you've got them on your front cover; they're yours to plaster all over town. It's a bit like selling movies - you know you love Denzel, so you're going to love this too. Except with a weekly magazine, it's a bit more like selling a 13-part series. People watch one, miss one - you've got to get trial and keep reminding them.
Congratulations to the launch team of Grazia. You can't argue with the circulation figures and the magazine is famous. It feels famous, doesn't it? Which begs the question - how do you isolate the impact of a media strategy on the launch of a celebrity media brand?
A good place to start is to understand the role of media. OMD will have had three jobs to do on this campaign. The first and, in reality, the most important is to drive awareness and desire among potential buyers. I reckon it has done a good job. TV plus outdoor, press and sampling kicked in at launch to get people to the newsagents. I like the radio idea too - it's important to be able to pronounce these foreign words properly. Genuine intrigue was created.
The second job for OMD was for media to support the brand proposition - "impatience is a virtue". I'm not sure this has been as successfully executed. It's a tough one to crack but there are plenty of media channels that play to immediacy and "can't wait". The internet and radio, for example. However, these were used only to showcase content and drive recognition of the name. Surely the viral campaign could have delivered this in an involving way? The media execution seems to play more to a desire to drive impulse purchase rather than deliver the "impatience" proposition, which is different. Because of this, I think it has missed the opportunity of owning a media idea and of giving Grazia a really distinctive identity.
The third job is to keep people buying on a week-in, week-out basis and, as publishers are quite a risk-averse lot, if TV, sampling and press deliver sales, then stick with them.
This campaign delivered for Grazia, no doubt, but had it unearthed a media idea that reflected "impatience", then it would have something none of its competitors can nick.