Campaign details

Brand: The Guardian
Lead agency: OLIVER

Campaign Overview

The Guardian sought to boost print subscriptions - an area of publishing that has been in steady decline for years.

How could it combat the rise of digital?


Hitting high subscription targets was vital to the publication's turnaround strategy.

Innovative thinking was required to buck the trend towards digital readership.

OLIVER identified the sweetspot of print coverage that appeals to Guardian readers: nostalgia for Baby Boomers, novelty for Millennials - without sacrificing one for the other.

Media was key. Channel-specific iterations of the creative ran across upwards of 16 owned, earned and paid channels to ensure a joined-up approach that reached four main audience groups: lapsed and cancelled subscribers, engaged users, disengaged users and people who had registered interest.