Importance of Reading:

Importance of reading, a campaign developed for Philippine Star, an English national daily in the Philippines. 

The creative writing and play of design with the paper tool and the placement of the Philippine Star logo, fetched a Creative Guild- Best Craftsman copy award.

Marketing problem: How does an English daily increase its circulation and advertisers in a vernacular country, like Philippines, out of  87.12 million populous only 18% actively read an English daily.

Challange:With limited space had to capture the readers attention, create curiosity and inform.

Creative solution: The theme was that of a traveler, roaming the world, with his constant companion, the news paper.

Result: The campaign was a success; it doubled the sales for Philippines Star. 

So how does a copy-shot, with no mention of the brand name grab attention? curiosity may be! inform!?

With the above design template the challange was met, as the copy shot described an intelligent companion "The Philippine Star" which fulfills all the functions of a good companion, guides and informs at the same time.

Well in the 20^th century advertising extended its horizon from headline, tagline to slogans and strap lines.

With the expansion of media space to digital world, the definition of copy shots also got extended. The same copy got used with varying product like the Mac banner ad:

“Chicken so tasty it sells itself”

There are a few examples where the brand names were not at all mentioned in the copy.

Now one would think that most clients would insist on having their prized brand name mentioned in the copy shot. After all it’s the clever copy that gets remembered ahead of everything else. But it would be a shock as 61% of the copy-shots in the top 115 http://www.adslogans.co.uk/hof/ did not mention the brand they were advertising. So what makes a good ad good? Perhaps the answer will come after you have studied the 115 slogans, strap lines, taglines and headlines. And it’s true importance of reading…..