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 sales were achieved.

The covers were featured in almost every major advertising publication worldwide including Adage, Creativity Online, Creative Review, Design Week, Adweek, Campaign and hundreds of blogs. It went viral over non-advertising websites too -including over 1 million views on Reddit and even featured in Stylist magazines (of all places!)