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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Fashion Rocks

Fashion Rocks

Agency:
Budget Range:
Percentage of Print in the Media Mix:
Unit Size:
Other Media: Magazines, TV, Events, Radio, Online
Media Mix: Integrated Media Mix

Objective:

Fashion Rocks 2005 wanted to produce a bolder, bigger and better event than 2004’s Fashion Rocks event.

Target Audience:

 

How Magazines Were Used:

  • A 98-page onsert—48 pages longer than the previous year’s supplement—profiling the impact of the music industry on the world of fashion, was produced. This ran in 14 Condé Nast magazines. The concert was broadcast on CBS, the #1 network.
  • The advertisers were featured in a glossy, four-colored program at the concert and at the Fashion Rocks after-party’s CITI Auction, LG video look integration and L’Oreal Paris touch-up stations.

  • Results:

    • The pre- and post-ad onsert effectiveness subscriber study with supplement revealed that 83% of readers were aware of the Fashion Rocks supplement and 78% reported that they liked the onsert on some level.
    • New York City Mayor Michael Bloomberg officially deemed September 8, 2005, as Fashion Rocks Day.

    Industry Awards:

    Winner of min’s Integrated Marketing Award for Multi-Magazine Title Program

    Other Recognition:

    Comments:

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