Its a competitive environment, womens 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 theBrandshops use of its full range
of research tools to identify the strategic intent required for the
campaign. The agencys 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 Magazines 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 theyve 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. Its about staying in the know, having an opinion and being
first.

These crucial insights were the foundations the agency used to develop the new magazines brand positioning – First in. Best dressed.

theBrandshop executive creative director Monty Noble said, The
launch TVC delivers exactly what the magazine should – fashion that
doesnt take itself too seriously. The aspiration needs to be there but
so too does the accessibility when youre targeting such a wide
spectrum of Australian women.

Nick Robertson from Plaza Films, was chosen as our director
knowing he could work closely with ACPs 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 Puccinis 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
targets attitudinal profile of a well educated, intelligent working
woman who loves fashion and beauty yet needs a magazine that mixes her
speed with style.