Lucky looking for stores
Condé Nast is paying a high price for the launch of the Lucky shopping magazine
Condé Nast is paying a high price for the launch of the shopping magazine LuckyBy Thérèse BalduzziWith an unusual campaign, Condé Nast is launching the unusual magazine Lucky in America. It is a shopping-only guide. The name of the magazine refers to the expression "to get lucky," which undoubtedly refers to finding the right wardrobe item.
The new shopping magazine is wooing potential female readers with TV and cinema commercials, radio ads and posters. The campaign tagline is "Shopping. We understand completely." However, to stand out from the more homespun guides for brides-to-be and interior decorators, this message is delivered with plenty of humor. In the TV spot, a young shopper rummages through a row of tops hanging on a rack. But for a long time, she only unearths unsatisfactory things. Her negative associations with the finds - too sexy, silly, cowboy - are hinted at with appropriate songs. When she takes a liking to a blouse, an angelic choir sounds.
In the longer cinema spot (90 seconds), a young woman goes shopping with her best friend Cheryl. They try on clothes together, get advice at the cosmetics stand, and in the evening the woman happily tells her husband about it. However, there is a catch, which her husband tries to point out to her: Cheryl is not a human being, but a mannequin. But his wife doesn't want to hear about it, runs away and wanders sadly through the streets. When she returns home later, she discovers that her husband has meanwhile started a relationship with Cheryl. Happy ending in a nutshell: At the kiosk, the wife discovers Lucky.
Posters show alternately a reincarnated edition of Lucky: once she hangs as a transparent plastic bag on a coat hanger, or she stands as a shopping bag with carrying handles on the street.
The campaign was created by the Black Rocket agency in San Francisco. It is also accompanied by campaigns in trade magazines aimed at advertisers. The campaign cost Condé Nast eight million dollars.
Happy is the one who reads where best to buy
Usually, new magazines are not launched with such big campaigns and certainly not with TV commercials. But this is different with Lucky. The magazine, which is aimed at women between the ages of 18 and 34, is all about shopping and gives tips on how to do it. While other women's magazines woo women with sex headlines and cover pictures of stars at the newsstand and in the supermarket, this option is omitted for Lucky. Instead, the magazine's benefits must be brought home to the audience.
The new shopping magazine is wooing potential female readers with TV and cinema commercials, radio ads and posters. The campaign tagline is "Shopping. We understand completely." However, to stand out from the more homespun guides for brides-to-be and interior decorators, this message is delivered with plenty of humor. In the TV spot, a young shopper rummages through a row of tops hanging on a rack. But for a long time, she only unearths unsatisfactory things. Her negative associations with the finds - too sexy, silly, cowboy - are hinted at with appropriate songs. When she takes a liking to a blouse, an angelic choir sounds.
In the longer cinema spot (90 seconds), a young woman goes shopping with her best friend Cheryl. They try on clothes together, get advice at the cosmetics stand, and in the evening the woman happily tells her husband about it. However, there is a catch, which her husband tries to point out to her: Cheryl is not a human being, but a mannequin. But his wife doesn't want to hear about it, runs away and wanders sadly through the streets. When she returns home later, she discovers that her husband has meanwhile started a relationship with Cheryl. Happy ending in a nutshell: At the kiosk, the wife discovers Lucky.
Posters show alternately a reincarnated edition of Lucky: once she hangs as a transparent plastic bag on a coat hanger, or she stands as a shopping bag with carrying handles on the street.
The campaign was created by the Black Rocket agency in San Francisco. It is also accompanied by campaigns in trade magazines aimed at advertisers. The campaign cost Condé Nast eight million dollars.
Happy is the one who reads where best to buy
Usually, new magazines are not launched with such big campaigns and certainly not with TV commercials. But this is different with Lucky. The magazine, which is aimed at women between the ages of 18 and 34, is all about shopping and gives tips on how to do it. While other women's magazines woo women with sex headlines and cover pictures of stars at the newsstand and in the supermarket, this option is omitted for Lucky. Instead, the magazine's benefits must be brought home to the audience.
