Nrc.next – Selling subscriptions to a free generation

The new newspaper nrc.next was facing the challenge of persuading the 'free-of-charge-generation' to read a newspaper they have paid for.

Nrc.next – Selling subscriptions to a free generation

Agency name: EtceteraClient name: nrc.nextCategory: Product Launch/RelaunchCountry: Netherlands

BACKGROUND

An apparently impossible mission to persuade the 'free-of-charge-generation' to read a newspaper they have paid for has proven to be profitable from the start.

The results forecasted for the second year were achieved during the first year thanks to a strong belief in the venture, a strategy that set out to really familiarize readers with nrc.next and the introduction campaign – What's next? – which was conducted offline, online and on-the-spot.

All components of this campaign primarily aimed for trial...

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