S H O R T C U T

Client:Shortcut

Type: Marketing

Producer: Houdini

PROJECT MEMBERS

Jerker Sojdelius

BACKGROUND

Shortcut is a Swedish lifestyle magazine, an online community and a series of events for young urban professionals. The main source of revenue is yearly membership fees.

CHALLENGE

Shortcut is a difficult product to promote. The magazine is undoubtedly the most visible asset but the entire package includes much more than just lifestyle reading. The challenge for Houdini was to explain the Shortcut concept, point out the main features and attract new members.

RESULT

Houdini designed a magazine-style interactive tour that takes you step-by-step through the various aspects of Shortcut while relying on testimonials to persuade you to sign up for a trial membership. Along with the tour came a series of animated banners and ads.