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Q - Bespoke O2 Campaign Case Study

Provided by Bauer Media
Q has become shorthand for celebrating all that is exciting in music today. Europe's biggest monthly music magazine.

Tell us about the Opportunity / What is it?

Case Study:- Creation of multi-tiered new competition for O2 to target 3 key but very different audiences: corporate creatives; music aficionados; mainstream ABC1 men aged 16-28. Bauer Advertising created 3 bespoke integrated marketing solutions, each one tailored uniquely to the magazines' very distinctive audiences in Arena, FHM and Q.

What is the Marketing Objective?

O2 have a national ATL advertising campaign that communicates the core values of the brand. Huge footfall and massive opportunity for brand awareness as the campaign was run in 3 different magazines, targeting three different audiences.

How does it work?

The campaign was run in FHM, Q and Arena. Q: For the music aficionado we created a brand new competition - Q Icons. Readers were invited to send in their vote for who, was the greatest music icon of all time. Voting came via O2 text messaging and on the website and Q4music.com. We supported the voting through the magazine, Q radio, Q TV and themed newsletters. The campaign climaxed with the creation of a commemorative "Q Icons One-Shot" magazine and a launch party at The Proud Galley in Camden at which many of the stars featured attended. O2 is about to re-sign for 2006.

Who's used it in the past?

O2 - please see attached case study for more details

Features / Benefits

Q is the market leading music magazine. Clued-up, educated and stylish, Q readers love the best music of all eras with a passion. Whether it's The Beatles, The Clash, Robbie Williams or Daft Punk, their's is the opinion that counts. Q readers define themselves through music and musical knowledge and to them, Q is the arena where everything happens. The magazine guides them to the right music to buy and provides a space for the musical debate they crave. Q TV gives viewers the option to select the video they want to see. The UK's only channel for intelligent, adult music.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kQ Magazine - 160,310 circulation
16 - 24
25 - 34
Male
AB
MAGS / CONSUMER
ONLINE
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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