Media: Strategy Analysis - Maxim lures men using local talent.

 
Brand: Maxim 
Clients: Hero Davison and Ben Golding at Dennis Publishing 
Brief: Relaunch Maxim 
Target audience: Buyers of men's magazines 
Budget: Less than pounds 500,000 
 
AGENCIES 
Communications planning: Guy Abrahams, Martin Greenbank at BLM Media 
Media buying: Nick Drew, Phil Harper, Karen Pearce, Charlotte Kerr at 
BLM Media 
Creative: Jane Maskell at Flint 
Sports: Robin Clarke at BLM Sports Marketing 
Digital: Aidan Mark at Quantum 
Outdoor: Rosie Young at BLM Media 

Following the appointment of Greg Gutfeld as the editor, BLM was hired to relaunch Maxim magazine; to increase sales; and to make it the most talked-about title in the market. The agency's recommendation was to offer readers the chance to date 101 girls by investing behind the Little Black Book covermount - which featured real, datable single girls from around Britain. The solution was full service, multimedia and integrated, using BLM's specialist expertise: Flint for creative, Quantum for digital and BLM Sports Marketing, in addition to the traditional media agency.

BLM's communication strategy was all about creating word on the street: first, by strategically placed controversial TV advertising; second, by making the Little Black Book girls 'local heroes'. Research had shown BLM that Maxim readers want the girl next door - the more local the girl, the more interested they are and the more likely they are to talk about her.

EXECUTION

- TV - To become the talk of the town, BLM created (in-house) a special X-rated 'boys snogging', post-watershed TV commercial - at the limits of the regulations - to maximise controversy and increase credibility. The 'get rid of your girlfriend' campaign featured sensitive TV ads to take advantage of the medium in tune with 'new' Maxim content and target readers' lifestyles: pre-pub (girls in Hollyoaks), post-pub (new comedy such as Nathan Barley), titillation (Going Down in the Valley) and hangover TV (Soccer AM).

- Outdoor/ambient - To make the girls 'local heroes', BLM advertised them individually on their doorsteps, such as Lucy from York University on her campus or Shelley from Scunthorpe on her high street. The agency bought phone boxes and posters in 'hangout' areas such as fashionable shops, malls and venues. The girls were also featured on beer mats in their local pubs with 'get rid of your girlfriend' lines developed with Maxim editorial.

- Sports marketing - Sports marketing built on both themes with a joint promotion with football clubs and radio stations. Listeners suggested new ways to get rid of their girlfriends to win a VIP day out with their town's Little Black Book girl. These girls also featured in pitchside interviews, local press photo opportunities and advertising around the football grounds.