Title	TILTED NEWSPAPER
Brand	DAGBLADET
Product/Service	DAGBLADET
Category	A07. Use of Print or Standard Outdoor in a Promotional Campaign
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

The Brief

Dagbladet, Norway’s second largest daily newspaper, has suffered a drop in numbers for several years. To secure Dagbladets future and gain more paying digital subscribers, Dagbladet decided to launch the traditional edition of the newspaper digitally. Our challenge was to tell every reader of the physical newspaper that they could get the very same newspaper on tablets and PCs. To reach them our strategy was to promote the new offer in their preferred channel: Dagbladet- Directly from the front page.

Campaign Success

Dagbladet has for 146 years told their greatest news through the front page. But, the front page itself hasn’t really changed much over the years. It’s always been the same vertical format. Our idea was to change the holiest of the holiest: the front page – by tilting it. Together with Dagbladet we created a special designed tilted front page. This tilted front page was displayed for two days on newsstands in EVERY store, gasstation, and kiosk in Norway and seen by half of the population. By tilting the front page we wanted to give everybody the same impression they would get as if they read it on a PC or tablet. On page 2 and 3 readers could see the tilted front page placed into an iPad with the message that they now could get exactly the same newspaper, minus the paper, digitally. Together with a very good offer.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Tilted Newspaper Stunt made the reader aware that Dagbladet's content is available digitally on all platforms 24/365. 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. Which is an amazing result for just one tilted front page.

Explain why the method of promotion was most relevant to the product or service

To create an interactive experience of Dagbladets new digital offer, we tilted Dagbladets front page which our target audience was already reading. This tilted front page was displayed on newsstands in EVERY store, gasstation, and kiosk in Norway. But why did we tilt it? Studies shows that 70% of all tablet readers and (of course) 100 % of all PC readers read their content horizontally. So by tilting the front page we showed everyone passing by the newsstand how they would experience the same newspaper on tablets or PCs.