Ideas Blog

Ideas Blog

Viral movie touting print catches eye of target audience: advertisers

06 August 2013 · By Max B. Brouns

“6 things you can miss while reading a newspaper” campaign from Belgium's Newspaperworks touts effectiveness of print and wins at the Cannes Film Festival.

“Prove, don’t promise” is the basic idea in all the communication of Newspaperswork, the Belgian newspaper publisher’s 1-year-old marketing platform. 

We have clearly established that the digital generation of marketers and advertisers can be convinced of the power of media only by solid proof and measurable results -- no longer by classical metrics such as average audience figures, and not even by verified circulation figures.

The illusion that in digital and social media “everything is measurable” and that advertising campaigns can be optimised by monitoring the audience’s behaviour and reaction induces more and more marketers to shift budgets from the (old) trusted newspapers to newly hyped media. 

In Belgium, newspaper sales and audience figures are certainly not bad at all:

  • Among the Belgian population, 50% (18+) read a newspaper every day.

  • The medium’s gross contacts have even grown by 11% during the last 10 years. 

These figures strongly argue in favour of maintaining trust in our medium and defending our 20% market share of the advertising market.

And yet, we have to admit that newspapers do suffer from the negative perception of being a declining medium and are far from sexy for media strategists. Print media are not attracting new creative forms of advertising or new advertisers.

Newspaperswork’s mission consists of pointing out both newspapers’ unique selling propositions and their contribution to media strategies. We prove the power of the medium to retain attention, activate the reader, and create word of mouth.

Since the best way to convince advertisers is by proof, we decided to confront them with their own behaviour as readers. We asked our agency, Duval Guillaume Modem, to make a viral movie.

For the movie, we selected three nominees for the “Advertiser Personality of the Year 2012” award, who were picked up at home in a Mercedes. We put some newspapers on the back seat and told our nominees that they were being filmed for the sake of a small Newspaperswork feature. 

The newspapers held their attention, utterly and completely, and the hilarious things they missed while reading their newspaper substantiate the strength of our medium.

This simple message was picked up by thousands of blogs, Web sites, and tweets, and created a buzz among the Belgian advertising community.  

The message was appreciated not only by advertisers, who were reminded of the power of newspapers, but also by creatives, and, to top it all, by the jury of the Cannes Lions’ festival. Indeed, the movie won a Silver Lion in the “Promotion of Media” category.

Next year, we are going for gold … with an astonishing print campaign.

print article send to friend

blog comments powered by Disqus
About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


RSS feed

Blog archives

March 2015 ( 11 )
February 2015 ( 9 )
January 2015 ( 11 )
December 2014 ( 5 )
November 2014 ( 10 )
October 2014 ( 7 )
September 2014 ( 14 )
August 2014 ( 12 )
July 2014 ( 16 )
June 2014 ( 15 )
May 2014 ( 4 )
April 2014 ( 9 )
March 2014 ( 7 )
February 2014 ( 11 )
January 2014 ( 10 )
December 2013 ( 7 )
November 2013 ( 9 )
October 2013 ( 7 )
September 2013 ( 11 )
August 2013 ( 8 )

Blog roll

Advertising case studies
Audience case studies
Digital case studies
Leadership case studies
Marketing case studies
Product case studies
Research case studies

Join INMA Today
Upcoming Events
INMA Ideas Day on Advertising
Paris, France
24 April 2015
INMA World Congress
New York, United States
10-12 May 2015
INMA Ideas Day on Marketing
Brussels, Belgium
22 May 2015
INMA Big Data for South Asia Media Summit
New Delhi, India
26 May 2015
INMA Congreso Latinoamericano
Bogotá, Colombia
13-14 August 2015
INMA South Asia Conference
New Delhi, India
19-20 August 2015

More Events

Member Profiles

  • Suzanne Raitt

  • Jan Jekielek
    United States

  • Dheeraj Tripathi

  • Stéphane Baranger

  • Jan Damgaard Ring

  • Peter Kisbye

©2015 INMA | Home | About | Contact | RSS | Privacy