HELPING BRITAIN’S BIGGEST SELLING SCIENCE AND TECHNOLOGY MONTHLY MAGAZINE ENGAGE WITH THEIR READERS, BOTH OLD AND NEW.
BBC Focus is the UK’s biggest selling science and technology magazine, with articles aimed at general readers as well as those who have knowledge of science.
Our task was to create a concept for a brand new subscription promotional campaign with a stronger brand identity, which can catch people’s attention and engage with them, in order to better communicate the benefits of being a regular reader.
The main challenge of this campaign was to change casual readers’ habit of only purchasing based on the cover story, by reminding them that BBC Focus magazine is a consistently interesting read – every issue is going to surprise, stimulate and enlighten them.
The campaign also had to combat the challenges from competitive launches and general market decline, and capitalise on the increasing general interest in science, in order to increase new subscriber volume.
Following the ‘Double Diamond’ creative process, we had gathered valuable insights, identified key problems and challenges, and formed a detailed design brief.
With our substantial experience in subscription marketing design, the team created a “Did you know” concept that adopted the format of a traditional Q&A, in order to appeal to the curiosity of the prospective subscribers. We also devised an icon system that would be carried across a range of channels to link the campaign, acting as a visual metaphor to depict how BBC Focus magazine can connect seemingly unrelated science facts with people’s everyday life.
This creative solution was so flexible that it allowed us to tailor the design for each target audience group to suit its specific area of interest, while maintaining consistency through the entire campaign.
Our design solution received the thumbs-up from the client, and we were commissioned to roll it out across a range of channels including carrier sheet, insert and print ad, via 17 magazine brands, including Radio Times, BBC History, BBC Good Food and The Week.
“Visually striking and sophisticated”
Direct Marketing Manager