How to create a high-quality product magazine for products that range from high-end furniture shops to the cheapest glass jewellery?
OC Spektrum does not enjoy a particularly good position in the competition for customers: it’s a long way outside Prague and its range lacks major, established brands. Boomerang’s task was to create a magazine that would appeal to the inhabitants of neighbouring areas despite these disadvantages. These are people who love the city but are glad to get away into the fresh air with their families. In 2015 we therefore presented the concept for Moje Spektrum (‘My Spektrum’) magazine accenting family activities, the countryside and rustic style. As well as the sixteen-page magazine, communication takes place all year round via Facebook, and when visiting the shopping centre customers are confronted by unmissable panels of school graduation photographs measuring 1.4 x 2.25 m. All this has one goal: to show that the centre is closer to them than it might seem. The theme of family and countryside runs through all the magazine’s sections, while promoting the individual shops in an uncontrived way. In this way we succeeded in combining a coffee-shop, a tobacconist’s, luxury underwear and an Asian restaurant, for example. This was aided by attractive photographs and graphic layout. Through these three communication channels we reached roughly 177,000 potential customers in the first year alone. We successfully unified the visual style of the magazine, Facebook and the shopping centre’s website.
So, how do you create a high-quality product magazine for products that range from high-end furniture shops to the cheapest glass jewellery? Come up with timeless themes, give the work your all and combine the uncombinable.
The case study is valid as of 30.9.2017.