Creative uses real coverage from the magazine to demonstrate the "insider approach" the publication takes. The campaign is done in a documentary style on a very small budget.
哲学
Our insights process got us inside Upside and the business/technology space by interviewing readers, advertising media professionals and Upside employees. Key insights from all groups determined that all sources were the same, and no one was providing a different POV. Upside was different, but they were not communicating their differentiation. They were like a "fly on the wall," witnessing the day-to-day drama and then reporting it in the magazine and on the website. The agency solution was to change their positioning from "the magazine for dealmakers" to "Venture Voyerism." Voyerism is the epitome of "getting inside" and understanding what really happens. The creative executions all use real headlines and photographs from the magazine.
问题
The technoloy boom of the late 90s delivered an explosion of media choices covering technology and business information. Upside Magazine, a pioneer in a once un-crowded category, faced stiff competition from newcomers. These new competitors began winning the ad page race, and Upside belived it was losing its "must read" relationship with readers and advertising decision makers.