NP. Strongly recommended by all the virals with 61 views on YouTube.
FR
NLView the microsite
FR
NLView the Youtube virals print ad
FR
NLView the Smartphone print ad
FR
NLView the CCB guerilla print ad
FR
NLView the Facebook print ad
FR
NLView the mailing
1. The Challenge
Mentally, advertising in newspapers in general and using the NP* formula specifically is under pressure with advertisers, communication agencies and media centres.
Yet, reality proves this wrong: both the readership of newspapers and the media-investments of advertisers in newspapers have been growing over the past few years. The challenge we faced: how to put NP more than ever on the mental shortlist of media centres, advertisers and communication agencies?
2. The Solution
Backed by the healthy situation of newspapers and NP, we chose to make a strong statement towards the advertiser's market.
To do this, we went back to the real identity of newspapers (and thus NP), that is their guaranteed wide coverage, reinforced by a credible editorial context.
And starting from this identity, we gave NP a very relevant role in the current business landscape. A business landscape now dominated by advertisers’ feeling of uncertainty and an unlimited desire to experiment. In this business landscape of “innovation for the sake of innovation”, we positioned NP as ‘the obvious choice’.
We ran the campaign in newspapers, marketing magazines and by mail with headlines such as: “NP. Strongly recommended by all virals with 61 views on YouTube”, “NP. Strongly recommended by all guerrilla stunts, only known by the CCB jury”, “NP. Strongly recommended by all smartphone apps that nobody downloads”.
All ads ended with the baseline: NP. Some things are still certain.
3. The Results
The campaign stirred up a lot of discussion on media choice and good brand governance, both with advertisers, media centres and communication agencies. It put NP back more than ever on their shortlist and proved to be the perfect entry ticket for the NP sales people.
* NP is a national newspaper package which gives advertisers the possibility to have maximal impact for a financially interesting tariff