the paper tells the whole story

The brief

Make people realize that the newspaper is a reliable source of information during these times of fake news.

Strategy

It is a difficult task to know what is real and what isn’t nowadays. There’s so much information out there that it is hard to know what is trustworthy and what isn’t. And with ever-shifting politics, Brexit and global warming, a reliable news source is more important than ever. The purpose of De Persgroep is to tell you the whole story. They bring you the truth: through research, factchecking and the efforts of their 1000 journalists.

The campaign

We used a simple but strong metaphor to show our target audience the current state of information: a piece of a puzzle. We start with one piece and during the film the picture becomes clear. This is how we explain the core quality of the newspaper: bringing you the whole story.

Media

We inspired our audience in various ways: we informed them about the newspaper, encouraged them to try it out and gave them an offer they could not refuse. Mix of channels: Landing page, Facebook, YouTube, TV and Direct mailing.

results
64%
credibility Brand
70%
message reached
10%
purchase intent