Context: Like in many countries, the magazine industry is having a hard time engaging young readers and subscription rates are dropping. Rolling Stone in Argentina is no different.
Insight/Idea: The main reason Argentines are not subscribing is that they assume the magazine only covers topics related to music, and we needed them to realize that Rolling Stone was much more than that. Rolling Stone is focused on music and popular culture, politics, cultural icons, and youth-oriented content. We needed to address these subjects through the only thing they have in common: controversy.
Results: After the campaign, the subscription-based has grown 15% and sales at kiosks 18%.