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Category
Innovation in Print / Print
Annual ID
141307A
About the Work
Playboy South Africa wanted to migrate readers from the old-school printed magazine to their super-glossy online site. To demonstrate the benefits that Playboy offered online, we convinced Playboy to use their print medium to highlight its worst drawback - the dreaded printing error.
And so, after 60 years of delighting its loyal readers, Playboy Magazine bravely sabotaged their own publication by running three double-page centerfolds in consecutive editions with the naughty bits "mistakenly" hidden in the gutter. On each centerfold, the phrase, ‚??THIS WOULDN‚??T HAPPEN ONLINE‚?ù enticed readers to scan the Playboy QR Code and go online to enjoy the full picture. With one touch, users could visit the Playboy website and get a FREE 3-month online subscription to experience the same content, only now in a digital format.
73% of readers who interacted with the campaign took advantage of the free online subscription.
And so, after 60 years of delighting its loyal readers, Playboy Magazine bravely sabotaged their own publication by running three double-page centerfolds in consecutive editions with the naughty bits "mistakenly" hidden in the gutter. On each centerfold, the phrase, ‚??THIS WOULDN‚??T HAPPEN ONLINE‚?ù enticed readers to scan the Playboy QR Code and go online to enjoy the full picture. With one touch, users could visit the Playboy website and get a FREE 3-month online subscription to experience the same content, only now in a digital format.
73% of readers who interacted with the campaign took advantage of the free online subscription.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Y&R South Africa / Cape Town
Art Director
Ismaeel Chetty
Chief Creative Officer
Graham Lang
Designer
Rowan Foxcroft
Executive Creative Director
Rui Alves
Writer
Werner Marais
Agency Producer
Ashleigh Hamilton
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