Cannes Lions

THE DAILY TELEGRAPH

NAKED INSIDE, London / THE TELEGRAPH / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

‘Impact. Not Compact’ was the creative proposition, confidently reasserting the Telegraph’s market leadership and pushing broadsheet format. We chose media around the villages that were impactful and far from compact, including oversized matches, extra large beer mats and huge branded chairs in pubs. We employed pavement artists to depict striking broadsheet ads outside each agency (specific to agency). We even launched a loyalty card that allowed media buyers to ‘supersize’ their drinks in pubs.

Outcome

Importantly, The Telegraph saw a month on month increase in display advertising revenue, achieving 100% awareness in post campaign research. With lots of positive PR… “…impressive, proactive and something a bit different that might make agencies re-assess the Telegraph's stuffy, elderly image."Ian Darby, Campaign.

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