Instead of just promoting the product we created a unique cross promotion between the BIKE Online Magazine and Lupine: Subscribers of BIKE could only read their magazine if they turned on the Lupine Bike Lamp. 100% attention for the product in use was only a beginning: Readers who shared the idea in their social networks automatically distributed a link to a sneak preview, where the Lupine Lamp only illuminated a smaller part of the magazine. To read the whole magazine users were asked to order a trial subscription.
Advertising Agency: Publicis, Munich, Germany
Client Service Director: Andrea Kohlndorfer
Executive Creative Director: Stephan Ganser
Art Director: Andreas Fisser
Concept: Andreas Fisser, Guido Faust, Sascha Dreschinski
Copywriters: Guido Faust, Sascha Dreschinski
Head of Digital Operations: Andreas Becker / Delius Klasing Interactive
Photographer: Michael Braune / Fotodesign Braune
Junior Art Buyer: Barbara Dennerlöhr
Producer: Stefan Pulster
Editor: Carolina Pereira
Director: Philipp Lenner / Rocket Studios Medienproduktion
Audio: Oliver Vorderbrügge / Orange Sound
Speaker: John Julian