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by The Newshound

on Jul 24

theBrandshop spearheads new Grazia launch with integrated campaign

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theBrandshop creative team behind the Grazia launch

  • Executive Creative Director – Monty Noble
  • Writer – Amy Wright 
  • Art Directors – Melissa Turkington/Andrew Jones
  • Producer – Elissa Maine
  • Group Business Director - Kate Meyer

Production Credits:

  • Director – Nick Robertson (Plaza)
  • Producer – Cathy Rechichi (Plaza)
  • Music/Sound Design – Hylton Mowday
  • Post Production – Tait Gallery

It's a competitive environment, women's lifestyle and fashion magazine publishing, so the launch of Grazia magazine recently has marketers watching closely for how the new masthead will fare and how the launch campaign will position the publication.

The new campaign for the Grazia launch from theBrandshop consists of 1 x 10 second Teaser TVC, 1 x 30 second Brand TVC titled 'Racing with Whispers', and is supported by radio, outdoor, print and online channels.

The campaign idea emerged from theBrandshop's use of its full range of research tools to identify the strategic intent required for the campaign. The agency's unique use of ethnography - the in-depth, one-on-one interviewing technique of the key target audiences – helped inform, develop and test their strategy and creative, leading to a distinct understanding between what theBrandshop terms The Two Australia’s – the public, ‘Official’ Australia and the private, ‘Real’ Australia.

theBrandshop managing director Gavin Larkin said, "We’re honoured ACP Magazine's entrusted us to help them position themselves and their product. Getting the starting point right is absolutely critical and our ethnography work gave us a huge head start in search for a solution.

"It uncovered the unique insight for Grazia, which is 'officially' women have this guilty pleasure over reading the weekly magazines, however in 'reality' they use the information they've gained from these magazines as a form of currency. From this we developed the strategy to generate impact and create desire in what is a cluttered market. It's about staying in the know, having an opinion and being first."

These crucial insights were the foundations the agency used to develop the new magazine's brand positioning - 'First in. Best dressed.'

theBrandshop executive creative director Monty Noble said, "The launch TVC delivers exactly what the magazine should – fashion that doesn't take itself too seriously. The aspiration needs to be there but so too does the accessibility when you're targeting such a wide spectrum of Australian women.

"Nick Robertson from Plaza Films, was chosen as our director knowing he could work closely with ACP's own fashion director, Mark Vassallo. As this was essentially a fashion shoot, we ensured the very best people were assembled to deliver the very best product. With Renya on hair, Lisa Javlin handling the styling and Michelle Aitkin doing makeup, we were confident of creating the perfect look for the Grazia brand."

The spot appears in black and white to add to its dramatic feel and is set to a recomposed track of Puccini's famous aria "O Mio Babbino Caro" from the opera Gianni Schicchi. You can watch the TVC in all its filmic glory below.

The communication strategy developed by theBrandshop will, according to group business director Kate Meyer, "…emphasize the target's attitudinal profile of a well educated, intelligent working woman who loves fashion and beauty yet needs a magazine that mixes her speed with style."

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The new TVC from theBrandshop for the launch of ACP's new magazine, Grazia

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4 Comments

Suzieq
  • Wrote on 1 Aug, at 10:39AM
I wonder if brands that usually avoid weekly's due to the perception that monthly's have more prestige as a brand will change now Grazia has arrived.

I know that Famous had this aim also but it really just ended up being another NW...

Will the like so of Estee Lauder advertise in a weekly? And has this happened overseas?
Grahamk
  • Wrote on 1 Aug, at 10:43AM
"When in Rome", where Grazia was born, I noticed that brands advertising in Grazia were very prestigious so it looks as though it has happened globally.

Will it happen here?
sizzle
  • Wrote on 1 Aug, at 10:50AM
Ive had a look through the publication and theyve included a lot of longer length articles. I dont think their market wants pages of text on a weekly basis. Women who would purchase this type of mag are after a quick fix of celebrity pics, fashion tips etc, not features that they could be getting from Vogue or Harpers. The markets already too crowded what with NW and Famous.
ossy
  • Wrote on 8 Aug, at 10:07AM
Can anyone please tell me who is singing 'O Mio Babbino Caro' on the TV ad?

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