De Standaard – Elections

Agency name: LDV United
Client name: De Standaard
Category: Innovative Idea or Concept
Country: Belgium

BACKGROUND

Market

The Belgian newspaper market has been in decline for several years. De Standaard's active promotion policy still allowed it to grow in 2006 with innovative and multimedia campaigns being at the root of this success.

De Standaard used to position itself as the conservative quality paper in Belgium. Thanks to an innovative promotion policy and editorial efforts De Standaard managed to change this perception.

Briefing

Elections are big business for newspapers especially in Belgium where voting is still obligatory. At local election time, a newspaper such as De Standaard receives a lot of competition from more popular newspapers whose numerous regional editions make for good sales numbers (such as “Het Laatste Nieuws”).