AD positioning campaign

The campaign had a positive impact on the brand. Awareness (+15%) and consideration (+26%) among those who had been exposed to the campaign is higher than those who weren’t exposed. The effect on the brand is that it’s now perceived as a more positive (+16%), respectful (+10%), human (+15%) and objective (+11%) brand. Consideration for the brand is already up after two exposures to the add.

The creative idea came together as a logical encapsulation of the newspaper group's positioning. Which is combining local and (inter) national news. We aimed to do this in a clear campaignable grid and in a way which would keep it interesting by making the whole greater than the sum of its parts. The campaign's simplicity helps it to stand out, without becoming too 'high-brow' for the target audience. In addition, the campaign allows us to react on current events as they happen.

The campaign was initiated to showcase the newspaper group's positioning. Which is to bring readers both local and (inter)national news.