| Title | NEWSPAPER EXPERIMENT |
| Brand | CZP VECER |
| Product/Service | VECER NEWSPAPER |
| Category |
C06. PUBLICATIONS & MEDIA |
|
Entrant Company
|
PUBLICIS Ljubljana, SLOVENIA
|
|
Advertising Agency
|
PUBLICIS Ljubljana, SLOVENIA
|
Credits
| Toni Tomašek |
Publicis Ljubljana |
Creative Director |
| Drago Mlakar |
Publicis Ljubljana |
Copywriter |
| Nina Obradovič |
Publicis Ljubljana |
Account Manager |
| Kristjan Andoljšek |
Publicis Ljubljana |
Art Director |
| Niko Pirker |
Publicis Ljubljana |
Production Manager |
| Dusan Potrč |
Vizual7 |
Editor/Postproduction |
| Marko Potrč |
Vizual7 |
Producer |
| Gregor Čeferin |
Publicis Ljubljana |
Digital Designer |
| Marko Peterle |
Diggital Ljubljana |
Digital Producer |
| Jernej Lipar |
Publicis Ljubljana |
Account Assistent |
The Brief
Newspaper Večer was underestimated as an efficient advertising channel, with media investment into TV and on-line channels being preferred.
Creative Execution
What could possible be better way to persuade marketeers that the newspaper advertising works by testing how much readers notice the ads.
Describe the creative solution to the brief/objective.
Instead of claiming the opposite, we decided to conduct a test: we created special ads and printed a special edition of Večer. Random people were invited to participate in a quiz, but first they had to prepare themselves by listening to music for 5 minutes in 'quarantine'.
Results
In just 6 days the experiment film saw 454% more people than received the e-mailing.
The e-mailing had record average rate of 0,54 mails being clicked to see the film on YouTube.
In the first 2 week it gained significant 63% increase of media buy inquieries.