Every Friday in London, a free magazine is distributed at train stations and underground stations and it's all about sport. That's why they called it "Sport." Clever. Anyway it's a great read, in its first quarter it distributed 319,000 copies. Below is a picture of friday morning's edition:
The day before the 6 nations game, nice photo, nice line "Try'd and tested" and a great piece of media planning - getting the outside cover of the magazine practically every bloke reads on the way to work on friday. And 'Sport' has a really high readership - i.e. many more people read each copy, because people pick them up on tubes and station platforms.
If you have a great fact, all you have to do is get out of the way
So Nasa have filed 6,509 patents to date, whereas for the A6, Audi filed 9,621...to me that's an amazing fact. It takes up approximately 2 seconds in this ad; the remaining 1min 28 seconds is a lot of admittedly impressive filming, but why hide such a gem in amongst all of it?
Anyway this ad ran a while ago, I just came across it during work - a lot of the time there seems to be lots of stuff that gets in the way of the great facts that lie at the heart of brands - why do they get lost? Why do people forget that consumers are interested in stuff like this, this is what makes people engage with brands, not the fancy pants frilly bits around the outside.
Is it about winning awards or engaging with consumers?