These ads here may be old, but back in 1994 they raised quite some eyebrows - in a positive way. Przyciolka was the cheapest and ugliest magazine in Poland in the early 1990’s. But it also was the magazine with the largest readership, mainly 35+ women with low incomes.

 

 

 

 

 

 

 

 

 

 

 

 

 

After a take over by a Swiss publishing house (Jean Frey AG), the layout was severely modernized. It was still low-priced, but the readership changed: the magazine was now purchased and read by a younger, wealthier and more urban and educated group of women.

 

A large BTB-campaign was launched to improve the Przyjaciolka image, by means of press ads, PR and direct mailing. The campaign was a big success: the main press ad was not only clever and direct, but also very elegant by Polish standards in 1994. The mere looks of the ads (beautiful / intellectual) already did a lot of good to the Przyjaciolka image. The DM campaign was more aggressive and focussed on sales facts and expanded on recent changes in the weekly’s content and readership.

 

A large BTB-campaign was launched to improve the Przyjaciolka image, by means of press ads, PR and direct mailing. The campaign was a big success: the main press ad was not only clever and direct, but also very elegant by Polish standards in 1994. The mere looks of the ads (beautiful / intellectual) already did a lot of good to the Przyjaciolka image. The DM campaign was more aggressive and focussed on sales facts and expanded on recent changes in the weekly’s content and readership.

 

One of the ads received several awards, and was one of the most well known layouts within the advertising world in Poland for several years afterwards, setting new design standards. This may sound unlikely, but in the 1990's in Poland companies had a tendency to fill every square millimeter of an ad with text and other elements. Spaces between lines of texts where so small, that the whole became unreadable. They somehow felt it was a waist of money, when some space was left white. This tendency can still be noticed today.

 

 

 

'Revolution!' Przyjaciółka weekly - Jean Frey A.G.
N E X T C A S E

Right:

These ads set new design standards in Poland in 1994.

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