Aftenposten is Norway's largest printed newspaper by circulation, but the numbers are in decline. Aftenposten are actively challenging this, and their goal was to match the results of their previous campaign, which had generated all-time high results:
- 38,000 trial readers.
- 6,000 paid-up subscriptions as a result of the campaign.
The campaign had two target groups:
- New, potential subscribers.
- Former subscribers and others who had granted Aftenposten permission to send them information.
Objective of the Campaign
Aftenposten wanted to recruit more paying subscribers in an increasingly challenging news media market where news is largely distributed free. The campaign focused on persuading people a free trial, not because it was free, but because of the value of the facts and knowledge offered to the readers. To fulfil this ambitious goal we devised a campaign with a broad media mix that solved key communications needs. TV, radio and outdoor were used to create awareness and knowledge focusing on the editorial footprint. Social media, owned media, digital and postal DM were used throughout the campaign period.