# Leather Magazine Covers Chevrolet Soho Campaign By mediterranean | Published 2008-05-24 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/chevrolet-soho-campaign References: [adsoftheworld](http://adsoftheworld.com/media/dm/chevrolet_leather?size=_original) As an unconventional promotion in early 2008, **Soho**, Colombia's sexiest magazine was dressed in leather by **Chevrolet** and ad agency [Sancho BBDO](http://www.sanchobbdo.com.co) who came up with the idea to dress the magazine in luxurious jacket. The purpose was to let the 60,000 upper-class subscribers of the magazine know about a special edition Chevrolet [SUV](https://www.trendhunter.com/trends/specialedition-suv) with black and red leather interior. The packaging featured black and red leather cover and backside of the issue that was dubbed "a very sexy edition". I absolutely love the novelty and applaud the attention to details of this promotion which was customized to maximum effect according to the target audience. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 73% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What's Driving This Trend - **Leather Magazine Covers:** Using leather materials to create unique magazine covers as a promotional strategy could attract attention and create a luxury appeal. - **Luxury Promotional Campaigns:** Incorporating luxurious elements such as leather into promotional campaigns can help create a sense of exclusivity and appeal to high-end consumers. - **Customized Packaging:** Creating customized packaging for special editions or limited releases can add value and create a unique experience for customers. ### Who This Affects Most - **Publishing:** Publishing companies can explore the use of luxurious materials like leather to create distinctive magazine covers and attract readers. - **Automotive:** Automotive companies can utilize customized packaging and unique promotional campaigns, like leather-covered magazines, to generate interest in special edition vehicles. - **Advertising:** Advertising agencies can develop creative strategies, such as dressing magazines in leather, to create memorable and attention-grabbing campaigns for their clients. ## Related on Trend Hunter - [Car Manuel Novellas](https://www.trendhunter.com/trends/audi-handbook-novels.md) - [Automobile Brand Hot Sauces](https://www.trendhunter.com/trends/cayenne-taste-drive.md) - [Leather Goods-Focused Holiday Campaigns](https://www.trendhunter.com/trends/leather-goods1.md) - [Auto-Inspired Luxury Fashion Collections](https://www.trendhunter.com/trends/sergio-hudson.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Romantic Luxury Vehicle Ads](https://www.trendhunter.com/trends/gclass-stronger-than-diamonds.md) - [Furniture-Expressive Magazines](https://www.trendhunter.com/trends/somewhere-magazine.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md)