Joepie

mai 2016
Description

Challenge

Joepie, the Persgroep magazine of the Flemish Gen Z, started a big change. After a fresh lay-out, the brand also created a smartphone-app. The goal was to launch the app and boost sales of the magazine at the same time.

Idea

After market research and focus group discussions, it emerged that our adolescents often feel misunderstood by their parents. That’s why we decided to put the emphasis on what the magazine does best: understanding Gen Z and answering all their questions. Joepie is getting even closer to them with their new app.

The campaign included video (TV and web), bannering, radio and print as well as a making of-video. Because Joepie doesn’t want to be a brand that dictates teens what to do, think or say, the videos were not scripted and Joepie decided to give the youth an honest voice to let them explain their teen lifes. 

The strength of this campaign lies in the media plan and content that adapts each time.

Results

Generation Y finally felt understood by media. They discovered that it’s not just a magazine, it’s an honest brand that converses and interact with them.

Joepie

mai 2016
Description

Challenge

Joepie, the Persgroep magazine of the Flemish Gen Z, started a big change. After a fresh lay-out, the brand also created a smartphone-app. The goal was to launch the app and boost sales of the magazine at the same time.

Idea

After market research and focus group discussions, it emerged that our adolescents often feel misunderstood by their parents. That’s why we decided to put the emphasis on what the magazine does best: understanding Gen Z and answering all their questions. Joepie is getting even closer to them with their new app.

The campaign included video (TV and web), bannering, radio and print as well as a making of-video. Because Joepie doesn’t want to be a brand that dictates teens what to do, think or say, the videos were not scripted and Joepie decided to give the youth an honest voice to let them explain their teen lifes. 

The strength of this campaign lies in the media plan and content that adapts each time.

Results

Generation Y finally felt understood by media. They discovered that it’s not just a magazine, it’s an honest brand that converses and interact with them.

Détails de la réalisation
work
Client
De Persgroep
place
Localisation
Bruxelles
business
Secteur du client
Médias
people
Audience
Business to Consumer
public
Portée géographique
National
settings
Services proposés
Publicité
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