Brand Campaign for the launch of Berliner Morgenpost Compact - Category 9
Media associated with this campaign
Overview of this campaign
The Berliner Morgenpost is investing in the further development of its product range. On 31 October 2016, it launched a tabloid edition of its paper - the “Berliner Morgenpost Compact”. This new offer especially focuses on an urban target group and the countless commuters using public transport. The Berliner Morgenpost Compact along with its broadsheet edition respectively, is published Monday through Friday. The roll-out of the compact edition has been accompanied by an umbrella brand campaign in print and online. The objective was to create a communication medium that touches as many Berliners as possible and encourages sharing. The core of the campaign is a new promotional video with the specially written and produced song “Das ist Berlin” (This is Berlin). This Berlin anthem celebrates the diversity and contrasts one finds throughout the Berlin cityscape. The accompanying music video consists of collages pieced together with many moments that accentuate the city's distinctions. The music video fits seamlessly into the brand campaign, “It’s Berlin, when...” which has been running since 2011, and is its consequent continuation. The film authentically presents the Berliner Morgenpost as a modern regional newspaper, highlighting its core competencies: the best knowledge of Berlin, Berlin's districts, and Berlin's typical flair, all the while leading the reader into this world. The positioning of the Berliner Morgenpost as a modern metropolitan newspaper that, with its product portfolio, offers a sense of orientation to readers as it guides them through the big city jungle, is to be further invigorated. The video for this Berlin anthem can be seen on social networks and in the five big Berlin cinema chains.
Results for this campaign
The compact edition of the Berliner Morgenpost strongly demonstrates our editors' ability to innovate. Initial sales figures have been very pleasing, as early as few weeks after market launch. This positive impression has been confirmed by the latest IVW reports. Bucking the market trend, in the final quarter of 2016, the Berliner Morgenpost increased its retail sales by + 1.4% (compared to 2015). Customer reaction to the compact edition has been extremely positive. The Berliner Morgenpost readership is enthusiastic about the handy format, which is very comfortable to read. Existing customers and long-time readers are also testing the compact edition and, liking the modern format, are switching to the compact product. It is also very satisfying to win back former readers and have them return to the fold. In total, it can be said that the accompanying brand campaign achieved its objectives. The music video has been watched over 1.2 million times on social media. In the initial days following its launch, it was so widely shared that it reached a place in the Top 30 trending videos on YouTube. The well above-average completion rate and an excellent click rate suggests high user engagement. Likewise, the strong share rate proves that users positively received and spread the video further. Some 68% of those surveyed liked the video of the Berliner Morgenpost, and 50% connected it with positive emotions (happiness, inspiration, pride, comfort). All brand statements experienced a positive uplift. The statement “The Berliner Morgenpost is 110% Berlin” achieved the largest increase (of 54%). The video demonstrably strengthened the core competence of the Berliner Morgenpost: the best knowledge of Berlin, its districts, and its typical flair, all the while leading the reader into this world. Berlin radio stations have also seen the hit potential of the song “This is Berlin”, putting it on rotation in their programs. The digital and analogue airing of the Berlin anthem has played itself into the ears and hearts of its listeners – the Berliners.