Portfolio
Telegraph – Media Village
The Telegraph needed to increase the sales of advertising space, the problem was that The Telegraph Media Group was seen amongst media planners and buyers as a fusty and old-fashioned brand. Our brief was to positively alter this perception to the buyers who were not natural readers of the paper.
Taking a more creative and refreshing route we made the decision to target the buyers with engaging media and product placement in places were they weren’t in work but in a work place frame of mind. The idea: Each agency has its own ‘village’ – the pubs, restaurants, sandwich shops and gyms where they hang out, outside work, but in ‘work-mode’.
We named this our “media village” and set about implementing a strategy which positioned the paper in the forefront of the buyers minds. We inserted the key campaign messages, “Impact not Compact,” and “ The Telegraph has more loyal readers than any other quality daily newspaper,” into the landscape of the media village, in ways which were interesting, entertaining and most importantly effective. Making it more current, relevant and reinvigorating their interest.
Researching to find the appropriate venues, we found clever ways to promote the Telegraph that fitted within the fabric of the chosen environments. Permeating the media villages with appropriate bespoke creative executions, from over-sized beer-mats and chairs – (highlighting the impact of the Telegraph's broadsheet pages and the size of their readership vs. the competition)-, posters and chalkboards, to loyalty cards that could be redeemed in the venues in order to 'super-size' the holders' drink. To add further impact to the activity, pavement chalk art of seminal advertising appeared outside relevant agencies and simply clever cigarette box mailer was sent to the great and good of the creative industry.
Results - Research carried out by Momentum Research was overwhelmingly positive - the campaign was seen as a success internally at The Telegraph, by the media industry in general and in terms of The Telegraph's advertising sales. The campaign was widely talked about within the trade press that we chose not to advertise in and the also featured in Creative Review. Nominated MediaWeek best integrated campaign 2005.
Collaborators: CHI&Partners, Ministryoffun.