Title	TILTED NEWSPAPER
Brand	DAGBLADET
Product/Service	DAGBLADET
Category	A07. Use of Events and Stunts
Entrant Company	HYPER Oslo, NORWAY
Advertising Agency	HYPER Oslo, NORWAY

Name	Company	Position
Dennis Tönnkvist	Hyper	Creative
Frank Nystuen	Hyper	Creative
Knut Sverre	Hyper	Advisor
Silje Høgaas	Hyper	Project Manager
Rune Bendiksen	Han Rune	Photo

Brief Explanation

Dagbladet, Norway’s second largest daily newspaper, has suffered a drop in numbers for several years. To secure Dagbladet's future and gain more paying digital subscribers, Dagbladet decided to launch the traditional edition of the newspaper digitally. Our insight convinced us to target the readers who were already paying, namely those who were reading the actual physical paper. To gain their attention and make them aware of Dagbladet's new digital offer, we tilted the front page of the physical newspaper, as a way of telling them they can get the exact same reading experience on tablets and PCs.

Results and Effectiveness

During the first days of the campaign, Dagbladet’s tilted front page was seen by half of the population i Norway, created a massive stir and confusion on twitter, and after just 3 weeks Dagbladet reached this years total goal of new digital subscribers. - The Tilted Newspaper Stunt made the reader aware that Dagbladet's content is available digitally on all platforms 24/365, says John Arne Markussen, Editor-in-Chief at Dagbladet.

Creative Execution

For 146 years Dagbladet has sold their greatest news through the frontpage. But, the frontpage itself hasn’t really changed much over the years. It’s always been in the same vertical format. Our media execution was to change the holiest of the holiest: the frontpage – by tilting it. Together with Dagbladet's news desk we created a special designed frontpage, and turned it into a print ad for the new digital product. On page 2 and 3 we placed the same tilted frontpage into an iPad with the message that they now could get exactly the same newspaper, minus the paper, digitally.

Insights, Strategy and the Idea

Dagbladet has two types of readers: those who read dagbladet.no for free, and those who read the printed newspaper and pay for the news they read. The digital readers are just a click away, but the willingness to pay for news digitally could not have been further away. To gain as many regular paying online readers as possible our target audience was Dagbladet's newspaper readers. And to reach them we chose to advertise in their preferred channel: Dagbladet. Directly from the front page, which is displayed on newsstands in every store, gas station, and kiosk all over Norway.