FINDING THAT ‘JE NE SAIS
QUOI’ ABOUT MOVIES

the brief

When Empire decided to launch a new DM campaign to promote subscriptions to both new readers and lapsed subscribers, we were delighted to be tasked to create the format, concept and design for the mailers.

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the challenge

To maximize response rate, the design had to be striking in order to instantly capture the attention of the target audiences, and it must focus on the top quality of Empire’s editorial content.

our approach

We realised that in order to engage with the target audience, we had to see them as movie fanatics first and potential subscribers second, so the design had to carry that certain ‘Je ne sais quoi’ about cinema to ensure it resonated with their passion for films.

Taking this into account we decided on the overall positioning of “Love movies, Get Empire” and we used this concept to produce an engaging and stimulating design.

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our solution

For the format, we decided on a simple and cost-effective 6-page self-mailer that was sealed shut with a clear adhesive disc. For the design, we brought out our inner film geek and came up with a creative design to match Empire’s witty and funny editorial style. The visually striking design illustrated how inseparable Empire is from everything to do with movies and cinema. With this design we were able to show the target audience that Empire is just as passionate about movies as they are, and it’s the perfect companion and definitive read for any movie fan.

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“Guys, I'm smiling… I totally get the concepts so well done.”

JOANNA ADAMS

Head of Subscriptions