Media > Use of Media
AL-SEYASSAH WHITE PAGE
IMPACT & ECHO/BBDO, Kuwait City / AL-SEYASSAH NEWSPAPER / 2004
Overview
Credits
Overview
Audience
The goal is to communicate the new Al-Seyassah newspaper (Al-Seyassah means 'politics' in Arabic) echoes the total change on the Kuwaiti National Political scene.
Effectiveness
• Daily sales increased from 6300 to 23000.• 4538 new subscriptions recorded in one month.
Execution
Since the newspaper is called Al-Seyassah (politics in Arabic), the message 'Al-Seyassah' opens a page on a new era, with the white page as a cover perfectly reveals the change.
MediaEffort
The reception of the idea was so widespread that we had to place ads in different competing newspapers, apologising to readers for the unavailability of the newspaper on the newsstands due to the very rapid sellout.
MediaStrategy
This concept is based on the changes in the political scene that Kuwait witnessed at the time when the 'Al-Seyassah'newspaper was re-launched with a totally new image. The political change was dissociating the functions of the Prime Minister from the title of the Crown Prince. To reveal the new graphics the agency developed a blank white front page with only the old logo as a heading. Once this page is opened we read on its back (on the right white page) 'Al-Seyassah' opens a page on a new era” (it insinuates explicitly the change of logo, image and graphics and implicitly reflects the political change). The third page becomes the front page of the new newspaper with its new logo and layout.
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