Women are being encouraged to forget the chaos of everyday life by soaking up their favourite magazine, in a new integrated campaign from Are Media produced by Seven’s Red Engine.
Based on insights from its Magic of Magazines research the commercial illustrates how magazines are one of the favourite ways for women to escape. The 30-second spot shows how women are entertained, inspired and deeply engaged when they are immersed with a magazine.
Are Media’s Magic of Magazines consumer survey found that 72% of women love the feeling of holding a magazine, with 65% finding magazines completely absorbing.
The commercial will air across the Seven Network, with the wider campaign also running across Are Media’s print and digital channels.
Louise Cankett, marketing director at Are Media said: “There’s a special type of connection when reading a magazine, whether that is diving into the celebrity world, immersing yourself in a story, or admiring the photography. It’s pure escapism and this campaign has been designed to remind women to take that time out for themselves. As many parts of the country continue to experience restrictions of one form or another, this is as relevant now as it has ever been.”
The creative concept draws on Are Media’s HUMOUR, a major research study into the use of humour in advertising, which found that women are more likely than men to use humour when they are worried or stressed or when they are grumpy or in a bad mood.
Research from Kantar in the UK has also shown the use of humour improves ad receptivity for women more than any other advertising characteristic, yet only 22% of ads featuring women use humour as a marketing tactic.
Speaking about the HUMOUR study, Nat Bettini, research director at Are Media said: “Now more than ever laughter is an important survival tool regardless of gender. It is an intrinsic part of the Australian identity and helps achieve a sense of meaning, fulfilment and contentment and yet advertisers, brands and their creative partners are missing a trick when it comes to using humour to engage women.
“Evidence from our own brands also shows humour drives improved interaction. Humorous marie claire Instagram posts achieve three times higher engagement, and for The Australian Women’s Weekly it’s more than twice. There’s no doubt we have come a long way from the days when women were punch lines to mens’ jokes, but more can be done to use humour in advertising targeting women as we know it delivers results.”