Clearly De Morgen
Media associated with this campaign
Overview of this campaign
2020 was probably the most chaotic year of our lifetime. We worked differently, lived differently and news followed the contradictions of different virologists. As lockdowns forced people to stay at home, media consumption in general was on a rise. Apart from offering huge opportunities, it also risked being dangerous for Belgian newspaper De Morgen. In times of crises, Belgian people rely heavily on the free news channels of VRT, the Belgian public news channel/ website that is considered the most neutral and the best source of information. It was therefore crucial that De Morgen increased its top of mind awareness. At the same time, De Morgen had to continue the brand evolution it started in 2019. The movement started there was to make qualitative press more accessible, for a broader audience. So our challenge was clear: how do you win the fight for attention and readers in the most chaotic time? All this with the purpose of convincing people to pay for quality journalism and not just rely on free sources.
Marketing: Increase Top of mind awareness by at least 20%
Marketing: reach 260K readers/day
Business: Increase number of paying readers by 10%
Results for this campaign
Marketing: The ‘Kaleidoscope’ campaign managed to attract people’s attention massively and rise TOMA by 40%, doubling our already challenging objective!
We surpassed our target by 33%, reaching on average 344K readers/day after the campaign.
Moreover, our total number of paying readers increased by over 20% in just one year, a historical result.