Created in collaboration with Cocogun, Are Media has launched a new ad campaign to capitalise on the increased time people spend with magazines over the summer months.
The Come On, Switch Off campaign will run across print, out of home, digital and social media, and encourages people to escape with a magazine.
The development of the campaign was driven by several key insights found by Are Media in the Magic of Magazines report. The findings show that 40% of women agree that when they read magazines, they are not skimming, they are ‘soaking’ them up. Furthermore, 64% find magazines completely absorbing.
Are Media head of consumer marketing, Lou Cankett, said: “In today’s fast-paced world, we often find ourselves caught up in the chaos of everyday life. That’s why we believe in the power of magazines to help us escape and find moments of tranquillity.
“The Come On, Switch Off campaign is all about embracing the joy of balance in our busy lives. It celebrates the fact that reading a good magazine allows us to switch off, unwind, and indulge in some much needed ‘me time’. It’s a reminder to take a step back, slow down and enjoy the simple pleasures that magazines offer, particularly when people have more time to spend with magazines.
“A big shoutout and thanks to Cocogun for bringing this campaign to life.”
Cocogun managing director, Chiquita King, said: “As someone who loves magazines, it was a real treat for Cocogun to work with Are Media on this campaign, promoting all that a physical magazine can give you: joy, inspiration, provocation and – importantly in this always-on world – time out from digital devices. It’s the perfect accompaniment to time well spent this summer.”
The campaign was created by Cocogun in collaboration with Are Media:
Lou Cankett, head of consumer marketing
Jana Williams, senior marketing manager
Sophie Craig, marketing executive
Lewis Clarke, copywriter
Lauren Maneschi, art director
Jimmy Williams, art director
Chris Clausen, head of design
Emily Hahn, group business director
Ant Melder, creative partner
Chiquita King, managing director