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The Newspaper Works

Influential by Nature

How we instigated a 30% increase in people who viewed newspaper media as the most influential

OBJECTIVE

Advertisers were no longer seeing newspapers as an effective media channel. Our challenge was to change the way people thought of the newspaper industry and its role in influencing consumers.

SOLUTION

Get people believing in the power of newspaper media again with a new positioning line and creative platform ‘Influential by Nature’

We created a campaign across press and digital display emphasising the impact of newspaper media on behavioural change. Each ad highlighted tangible changes that are the result of newspaper media influence.

results for the campaign