OBJECTIVE: To win the Coty business for Elle Canada.
STRATEGY: Offer a high-impact cover execution, integrating the advertorial with the editorial coverage of the latest fall trends and colours.
EXECUTION: Perfed cover flap highlights Sally Hansen's latest colours. It can be easily torn out and matched up with the fashion trends shown in the issue.
Inside flap opens to highlight the lastest colour trends and how the reader can match them up. Advertorial highlights additional colours for fall.
Consecutive 1/3 vertical ads within the editorial highlight colours to go with the trend showing in the editorial content beside it.
RESULT: The inside cover concept and design was so well received by the client they booked the advertorial to appear in 2 other magazine titles for the same timing.
