Pinkup: Personal subscription campaign for seasonal cuisine
How can you make the process of acquiring new subscribers as appealing as possible by sending out a sample copy? Pinkup sent out a magazine with a personalized cover. Every foodie who received the offer got their own unique copy designed to catch the eye.
Many people dream of having their own presence on a magazine cover. Saisonküche, Migros' culinary magazine, fulfilled this wish. Trial copies of the April issue were sent out nationwide with a second, "fake" cover featuring the first name of the addressee prominently in the lettering. "Saisonküche" became "Heidisküche": total personalization! The recipients were surprised, flattered and amused when they took their highly personalized magazine out of the letterbox. Especially as they were addressed by name several times both on the cover page and throughout the rest of the four-page advertisement. The best prerequisite for generating subscription orders.
Responsible for seasonal cuisine: Carina Schmidt (Head of Reader Marketing and Subscription Service), Nadine Voss (Marketing Manager Reader Marketing). Responsible at Pinkup Dialogmarketing: Nicole Chervet (CD/text), Vitali Tcherednitchenko (AD), Jevgenia Babuskina (graphics), Martina Käppeli (consulting).
