We asked our media partners to select the locations and media types where we could best find our potential readers. For each of these media types, we then worked with the editors to create an unexpected reading experience – a smart match between location, headline and article.

The campaign got Berlin reading - and talking. Readership soared to over 20,000 copies. Germany outperformed the rest of Europe by 6.3%. We even got a compliment tweeted by the Editor-in-Chief of the biggest local competitor, Die Zeit.