Lurzer's International Archive: The Untouchable Covers

This case study describes a low-budget campaign by Lurzer's Archive, an advertising publication, which used a humorous approach to generate new subscriptions.

Lürzer's International Archive: The Untouchable Covers

Arc London

Background

Lürzer's Archive, a bi-monthly publication of the world's greatest advertising, was losing subscriptions. Creatives had forgotten why they loved it. And they were satisfied that they could see the best advertising elsewhere online without having to wait for an expensive magazine to come through the post.

However, by creating a simple and fun promotion (giving away hilarious fake covers to new subscribers), passion for the brand was re-ignited and increased new sales by over 500%. 424 new subscriptions (Up 500% on the previous period) and over € 58,000 worth of new...

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