WirtschaftsWoche is Germany's leading business magazine for top decision makers. To meet this target group eye to eye, the magazine regularly runs promotions at business fairs and airports. Our goal was to develop a promotion to raise traffic levels at the stand by distributing free copies to as many people as possible, letting them see the core benefits of WirtschaftsWoche for themselves.
Under the slogan 'Stay on top', we created the world's first executive chair rodeo. Instead of a bucking bronco, we mounted an executive chair on a bull riding machine a humorous way of demonstrating how difficult it is to stay at the top. The promotion is still on tour as a roadshow, calling at key business events across Germany.
To stay at the top, you need top information. The promotion proved that WirtschaftsWoche understands perfectly the turbulence top decision makers face in the current economic climate, and how rickety things can be in the hot seat.
Thousands of people had fun trying out the executive chair rodeo. And many more had fun watching. The ride made the WirtschaftsWoche stand a key highlight at every fair, and the number of subscriptions was several times higher than average. More importantly for WirtschaftsWoche, however: its attractiveness ratings were higher too. Because the promotion not only captured the zeitgeist, but also appealed to the target group's humour.
Stay on top.
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