Magazine Relaunch (Q1 2010)
Magazine Relaunch (Q1 2010)
National consumer advertising campaign
TheAgency is integral to our brand strategy right from the start. The advertising is designed to get PC Gamer noticed by a wider audience as well as the current readership. The new creative will generate intrigue and allude to what subscribers can expect from our magazine.
Richard Keith
Games Portfolio Publisher, Future Publishing
Brief
PC Gamer’s editorial content reflects its ‘hard core’ 25+ gamer following. This makes it difficult to attract a broader audience profile. Circulation has remained static for a number of years. Look at ways to broaden the appeal of the title, by reflecting the relevance of the editorial content to a wider range of gamers and use these new markets to increase sales.
Key Insights
We conducted online polls and small research groups to understand the current and future readership… PC gamers differ from console (Xbox, PlayStation) gamers. They are well informed, committed and have a highbrow attitude to gaming. They are opinionated, and spend on average three times longer playing than console gamers. PC gamers believe they are more intelligent than console gamers.
Our Solution
Creative focuses on intelligent, witty copy-led executions that don’t offer an immediate belly laugh. Consumers have to ‘think’, but when they understand the humour they feel part of this ‘select’ club of intelligent gamers. In short to read PC Gamer, you don’t just love PC Gaming, you love being clever. And this resonates perfectly with our research findings.
