| Client: |
Penton Media Group, Inc.
Heating, Piping, Air Conditioning Magazine, a business magazine.
|
| Challenge: |
Magazine with a very "intangible" message to get across. Indoor air quality was the editorial topic being covered, and also the reason why the target should buy advertising space. |
| Solution: |
 We decided to use teaser copy on the outside of the box (prompts recipient involvement in the promotion) to heighten the excitement. Once the box is shaken and opened...the contents reveal a cube with a graphic of a person sitting in their office. All around the person is "stuff" floating around in a liquid to simulate a bad indoor air quality environment. |
| Results: |
This promotion increase sales for that month by 6%, netting the client an additional $45K in business. |
