Inserts case study - JJB Sports | DMA

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Inserts case study - JJB Sports

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John JJB Inserts July 2012

Name or Proposer: John Stevens

Advertiser: JJB Sports

Media Buying Agency: Carat Manchester

Creative Agency:

Sector: Retail

Appearance: 23rd March

Titles/Sector: Chester Chronicle

Format: Double broadsheet loose insert fold-out with barn door

Stand Out:

• 8pp broadsheet format folded to tabloid on 52 gsm improved newsprint.

• Inside spread is a poster

Commentary:

• Maximum standout as the insert is the size of the paper

• Interacts with consumers as the format requires readers to open it out

• Insert appears as part of the paper as it is printed on the same type of paper as the newspaper

• The front page, OBC and inside pages promote the new store opening with a large format to portray their scale of business and confidence to the consumer.

• The large format allows the client to showcase many images of the new store layout and promote headline brands and their new launches.

• The inside poster of local football icon Steven Gerrard gives the insert longevity and also pass on potential.

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