Women are being encouraged to forget the chaos of everyday life by soaking up their favourite magazine, in a new integrated campaign from Are Media produced by Seven’s Red Engine.
Based on insights from its Magic of Magazines research the commercial illustrates how magazines are one of the favourite ways for women to escape. The 30-second spot shows how women are entertained, inspired and deeply engaged when they are immersed with a magazine.
Are Media’s Magic of Magazines consumer survey found that 72 per cent of women love the feeling of holding a magazine, with 65 per cent finding magazines completely absorbing.
The commercial will air across the Seven Network, with the wider campaign also running across Are Media’s print and digital channels.
Louise Cankett, marketing director at Are Media said: “There’s a special type of connection when reading a magazine, whether that is diving into the celebrity world, immersing yourself in a story, or admiring the photography. It’s pure escapism and this campaign has been designed to remind women to take that time out for themselves. As many parts of the country continue to experience restrictions of one form or another, this is as relevant now as it has ever been.”
The creative concept draws on Are Media’s ‘HUMOUR’, a major research study into the use of humour in advertising, which found that women are more likely than men to use humour when they are worried or stressed or when they are grumpy or in a bad mood.
Research from Kantar in the UK has also shown the use of humour improves ad receptivity for women more than any other advertising characteristic, yet only 22 per cent of ads featuring women use humour as a marketing tactic.
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