What if you don’t really know what you think you know?
To survive, that's what an established product had to
convince a sophisticated target audience.
By the 1980s, Rolling Stone Magazine had moved from its
fringe, counter-culture roots and had become a mainstream music and
entertainment publication.
However, advertisers didn’t acknowledge the change,
considering the readership as being closer to hippies frequenting head shops
than to upwardly mobile Americans buying cars, homes, and clothing that wasn’t
tie-dyed.
As such, media buyers were not buying much space. And that
was a problem. Rolling Stone wasn’t making its numbers.
Enter advertising agency Fallon McElligot to plant the seed
“What if you’re wrong?” in the heads of the advertisers Rolling
Stone wanted and needed to buy ads.
The “Perception. Realty.” campaign was a smash hit,
boosting Rolling Stone ad revenues by about 50% in the first year.
The campaign ran for around 10 years and featured over 50
“Perception. Reality” ads. Here are a few examples from this iconic campaign:
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