krantenmens

The Brief

Explain to people that the newspaper is more than news and backgrounds. It is a guide that inspires and informs people.

Strategy

Every day we are overloaded with information. This applies to news articles as well as topics that are important in our lives, such as money, health and leisure. The newspaper makes things easier for you. It is a ‘life guide’ which helps you make the right choices. Whether it is about something simple such as choosing the right smartphone or something more important relating to your pension or career.

The campaign

We introduced a new phenomenon. ‘The Newspaper Person’. A newspaper person has it easy. Because she knows all about health, finance, the latest series on Netflix, food, travel, leisure. The newspaper guides her. And that gives a sense of peace and freedom in a time where we have a lot to choose. The main film shows a range of different ‘newspaper people’ having it easy, feeling inspired and being self-confident. In this campaign, we’re telling the story through the readers, which is a new perspective in the world of newspaper advertising.

Media

With our ‘Digital First Approach’, we introduced ‘The Newspaper Person’ through a variety of media, both online and offline. All this led us to the campaign page krant.nl, where consumers found a mix of interesting content, the ‘Are You a Newspaper Person test’ and a sharp offer. Mix of channels: Landing page, Facebook, YouTube, Banners, TV and Direct mailing.

Results
290K
Traffic
54K
Leads
17%
Upsell