Running in December’s magazine, the main element of the campaign is an eight-page postcard booklet which opens out like a concertina. The booklet can be torn to make four individual cards, which on the front showcase a Vivienne Westwood fragrance and on the back celebrate the fashion designer’s four decades in the business.
The concertina booklet is tipped onto a double page advertorial, and, as it is made of thick paper stock, is a natural bookmark in the magazine.
Amy Standen, UK Brand Manager, Vivienne Westwood Fragrances, says: “InStyle’s smart concertina booklet mechanic offers us the opportunity to ‘talk’ to our fashion conscious consumers in the run-up to Christmas while celebrating the brand’s heritage and Westwood’s 40th anniversary in fashion.”
Karen Jarvis, creative solutions account manager for IPC Southbank, adds: “InStyle readers are extremely stylish and the perfect audience for the Vivienne Westwood fragrances. The campaign’s unusual and tactile creative will ensure it stands out and is memorable for readers.”
The concertina postcards will also be distributed to customers in Selfridges, supporting the fragrances in-store.
The deal was brokered by Karen Jarvis at IPC Southbank with Janna Reddig and Amy King at OMDUK. OMDUK, Coty’s media agency, briefed a selection of titles on the campaign and they considered the concertina effect proposed by InStyle to be a visual and effective way to showcase the fragrances.
