Fairytale Campaign

By: Bianca Bartz - Published: Nov 18, 2007 • References: &
Germany's biggest publishing house, Gruner & Jahr, has launched a fantastic campaign in which promoters dressed in fairytale costumes invade the streets of some of the country's major cities.

The decline of print media is being seen in Europe as well, which is why magazines are doing more to promote their online components. To celebrate the launch of regional online editions of Eltern magazine in Hamburg, Munich and and Berlin, G&J released promoters dressed as 15 famous characters including Snow White, Puss in Boots and Rapunzel. They handed out informational fliers at subway stations, specifically targeting young parents.

The city sites offer a range of fun ways to connect with the family on a daily basis, as well as listings for schools, pediatricians, and a range of range of local activities. There are also forums where parents can make recommendations and give tips for others parents in the area.

The photo is from a different Green Peace guerrilla marketing campaign, but I thought it was fitting for this article. Stats for German Magazine Marketing Trending: Older & Mild
Research: 4,311 clicks in 443 w
Interest: 4 minutes
Concept: German Magazine Marketing
Related: 59 examples / 45 photos
Segment: Neutral, 18-55
Comparison Set: 21 similar articles, including: updated pop star sneakers, top 100 health ideas in may, and single-purpose museums.