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TBWA\LONDON unleashes ‘The Voice of Curiosity’ in new TV Campaign for Reveal

15\09\2006

View ‘Reveal’

ACP-Natmag has unveiled a £3m TV campaign for Reveal, one of the fastest growing weekly magazines in the UK, which will break nationally on Monday 18th September. Created by TBWA\LONDON the brand-building campaign launches with two 30” ads introducing the nation to “The Voice of Curiosity”.

The irreverent campaign aims to increase brand awareness and drive sales among Reveal’s core target audience of 18-27 year old women, with strong differential positioning in what is becoming an increasingly cluttered market place. In a move away from the conventional approach of product and price differentiation, the Reveal campaign taps into reader’s ‘need to know’ impulse by establishing that ‘it’s fun to find out’.

The humorous new ads dramatise instantly recognisable instances of curiosity getting the better of someone, illustrated through a voice that vocalises people’s inquisitive thoughts at the very moment of impulsiveness. ‘The Voice of Curiosity’ appears at the pinnacle of curiosity, the moment where instinct kicks in and we just “have to find out”.

The first spot, ‘Bathroom cabinet’, features a group of friends having a ‘girls night in’ when one of them makes her way to the bathroom. Washing her hands, she looks inquisitively at the bathroom cabinet as The Voice of Curiosity Speaks, “Mmm…wonder what’s she hoarding away in there? ‘Secret things liiiiii-ke…tash bleach…. suppositories…chavvy perfume. Go on see what you can find. Quick or they’ll think you’re doing a NUMBER TWO”. The woman’s eyes widen at the thought of them thinking that. She decides not to look but the voice continues to speak “Hang on…what if there’s a….PREG-NANCY TEST. Oh yes! THAT’S why she wasn’t drinking. Don’t be shy, go on. SAND-RA’S….GOT HERSELF…PREGNANT!”. She wants to satisfy her curiosity but she knows she shouldn’t and as her hand hovers, full of apprehension, The Voice of Curiosity speaks “REVEAL. YOU KNOW YOU WANT TO”.

The second spot, ‘Texting’, features a young couple watching TV. The bloke receives a text, reads it with a smile and sets the phone down without saying a word. As his girlfriend gives him a sideways glance The Voice of Curiosity Speaks: “It’s Probably just his mate from work…Or a GIRL. He went on that team-building weekend in Stoke. Perhaps some floozy in accounts said ‘Steve help me with this knot, I can’t get a man of my own’ ”. Oblivious to the voice, the man leaves the room as the voice encourages his flustered girlfriend to check his text messages “Now’s your chance Sherlock. Scroll baby. Scroll like you’ve never scrolled before”. Momentarily tempted The Voice of Curiosity continues egging her on. “Oh don’t give up…REVEAL. YOU KNOW YOU WANT TO”.

The campaign will run for eight weeks and also include interactive TV and cinema in addition to a rollout of various other elements that will launch later in the year.

Zoe Harris, marketing director of Reveal said “”We’re really excited about this differentiating approach, and look forward to driving further growth for Reveal, following a phenomenal year on year growth”.

Danny Brooke-Taylor, creative director of TBWA\LONDON said, “Curiosity is an impulse everyone can identify with. This idea celebrates the fact that we’re all a bit nosey”.

Reveal was launched 21 months ago and already has a circulation of 345,000. This week the title introduced a market-first - GLAM a weekly fashion and beauty magazine within a magazine. -ends-

For further information on TBWA please contact Avril Canavan avril.canavan@tbwa-london.com +44(0)20 7573 7113 / +44(0)7946416607 For further information on Reveal please contact Zoe Harris Zoe.Harris@acp-natmag.co.uk

Credits

Project name —‘The Voice of Curiosity’ Client - Zoe Harris, marketing director of Reveal Brief to - Differentiate Reveal’s positioning to stand out in a cluttered market place Creative agency — TBWA\LONDON Copywriter - Tom Chancellor and Julia Taylor & Matt Lever and Helen Board Art director - Tom Chancellor and Julia Taylor & Matt Lever and Helen Board Planner (creative agency) — Neil Dawson Media agency — PHD Rocket Media planner — Mark Sherwood Media spend - £3 million Production company — Therapy Director — Colin Gregg Editor — Alaster Jordan @ Johnny Bongo
Post-production company — Big Buoy Audio post-production company — Grand Central Exposure - terrestrial and satellite TV, interactive TV and cinema

About ACP-Natmag ACP-Natmag Magazines is a partnership of National Magazine Company and Australian Consolidated Press. It currently publishes three weekly magazines — Reveal, Best and Real People — which already have a combined weekly circulation of over 1 million.

About TBWA\LONDON TBWA\LONDON is part of one of the world’s fastest growing top ten agency networks, which was named ‘Global Agency Network of the Year’ by Advertising Age magazine in 2004. We are one of the most creatively awarded agencies, winning a number of Cannes Lions as well as the coveted Grand Prix in 2004 for our Sony PlayStation ‘Mountain’ ad. We work on 38 of the biggest brand names in the business, including, Adidas, Apple, Absolut, John Smith’s, Müller, Pedigree, Skittles, Sony PlayStation, Tunes and Whiskas. Founded in Paris in 1970, TBWA opened the London office in 1973 and has over 200 employees. We were named one of the Sunday Times’ Top 100 Companies to work for 2003-2005. Globally the TBWA network, part of the Omnicom Group Inc, has 239 offices in 75 countries, and approximately 8,300 employees worldwide.

Author:

Anon

Tags:

reveal

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