Vodafone B2C Magazine ČiliChili Creative Direction
Background
ČiliChili is Vodafone’s customer magazine in the Czech Republic, with a monthly circulation of 150,000 and is the key differentiator in a highly competitive market. The magazine proves to be multifunctional serving as a key brand touch point on and offline as well as a sales tool and content generator.
Challenge
Deliver a magazine that was bold, beautiful and challenged the conventions of B2C publications. Appealing to Czechs young fun seekers, go getters
and elite.
Project Quicklinks
Covers Brand Collateral Čilichili Online Join Čilichili Facebook group News: &&& Featured in Čilichili News: Čilichili Facebook Fan Poster News: Paint-by-numbers posterInsight
Success requires delivery of bespoke, content steered creative concepts on a monthly basis. In order to achieve this we employ a strategic and collaborative approach. We run editorial workshops introducing systems and processes to consistently deliver as ‘creative mavericks’ for the brand attracting a loyal fan base. ČiliChili has been born out of trust, hard-work and an open relationship. The print version has evolved with a sophisticated online presence of extra content, social networking, online shopping and an extended forum. We work closely with our Czech partners, Boomerang Publishing - and client Vodafone CZ.
Deliverables
Workshops - Working collaboratively since the first issue we helped to define and establish a set of core values, a mission statement that was integral for communicating to consumers and unifying design.
Creative Direction - We are custodians of the visual identity of ČiliChili. Formulating and completing each issue from content through to design aesthetic.
Smart, relevant graphic devises are used in each issue to communicate content form. These vary from original hand made layouts for a ‘Kids Issue’ through to 45 degree grids for a ‘Celebration of Russia Issue’.
Results
- 72% of Vodafone CZ customers confirmed that ČiliChili helped them to make a purchase decision.
- ČiliChili has become a collector’s item, attracting
an estimated readership of 200,000. 16% of readers made some activity after reading an article. From that sample 35% purchased something, 11% activated a service, 13% told someone about the service and 44% raised an interest to purchase
or activate a service. - In-store sales representatives evaluated it as an integral sales tool.
- ČiliChili awareness is 6 - 7%, comparable to Esquire at 7,24% & Maxim at 4,47%
*All statistics provided by Vodafone
"Today a minor miracle has come true. In our stores exists a new Magazine that I have already seen engage and entertain our customers in a way never done before in the Czech Republic. Even the store reps are having fun with the new way of selling!"
Grace Molenaar, Global Head of Identity & Design, Vodafone
Awards
| 1st Place | 2008 |
| 1st Place | 2007 |
| 1st Place | 2006 |
| 1st Place | 2005 |
| Golden Semi-Colon Category best B2C magazine | |
| 1st Place | 2008 |
| 3rd Place | 2007 |
| 1st Place | 2006 |
| 1st Place | 2005 |
| Company Media Awards Category best B2C magazine | |
Best magazine front cover - Union of Publishers
First place Best B2C magazine - Golden Semi Colon
Corporate Medium of the Year 2004/2005 contest
First place Best B2C periodical
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