Brand: The Daily Telegraph Client: The Daily Telegraph Brief: Change perceptions of the Telegraph Target audience: Media planners and buyers Budget: Undisclosed AGENCIES Media: Naked Inside Creative: Hall Moore CHI Ambient/activation management: Naked Inside, Hall Moore CHI
The Daily Telegraph has had a problem in recent years: there has been a negative perception of the brand among media planners and buyers. The brand was seen as dusty and old-fashioned and many of this target audience were completely ignorant of the editorial product.
The Telegraph's brief was to change perceptions among the media planners and buyers who managed the day-to-day business. Naked Inside decided that it had to avoid using traditional trade media (double-page spreads in the trade press, bland e-mails and direct marketing) - the audience had to be communicated to in original, interesting and arresting ways.
In addition, it was felt to be essential to avoid doing what the newspaper's competitors were doing.If rival newspapers were competing for the Telegraph audience's time while at work in a limited number of channels, Naked Inside had to come up with an alternative way to reach them.
The agency recognised that each media agency has its own "village": the pubs, restaurants and sandwich shops where the planners and buyers hang out, but are effectively still in "work mode". These were recognised as environments in which the Telegraph could talk to them as media-literate consumers.
Interrupting their routines in these "villages" with successive, unexpected and relevant messages would be more effective in generating talkability and reappraisal of the Telegraph than the usual approach would have been.
The creative proposition was "Impact. Not Compact". This confidently pushed the Telegraph's broadsheet format. Naked Inside spent weeks carefully identifying each agency's "village" and negotiating with pub landlords and restaurateurs. Not one declined to carry the campaign.
- Pub/retail activity: Naked Inside chose media around the "villages" that were impactful and far from compact, including oversized matches, extra-large beer-mats and huge branded chairs in pubs.
It put messages on chalkboards outside sandwich shops and bars. Pavement artists were employed to depict striking broadsheet ads outside each agency, specifically tailored to their clients.
The Telegraph even launched a loyalty card that allowed media buyers to "supersize" their drinks in pubs.
In each instance, the creative message played on the medium on which it appeared, making it more relevant and interesting.
- Internal communications: The entire Telegraph sales department, marketing department, circulation and editorial team got involved in the work. Thus, the initiative became more than a trade campaign - it became a statement of intent from the new Telegraph team.
The campaign has succeeded in achieving its objectives. It has worked in three ways:
(1) It has been successful in shifting the perceptions of media agency people. Movement Research, which tracked the campaign among planners and buyers, summarised the findings as follows:
"The style of the advertising and the way it was planned around the media village appear to have had significant effect upon planners' perceptions of the paper.
"The campaign was felt to be clever, modern advertising that modernises the way the Telegraph media department operates and imbues it with a degree of credibility in media circles. It would appear that word of the campaign has spread beyond agencies initially targeted."
(2) It has generated comment and PR in the trade press.
(3) And it has worked as a communication tool that the sales force has been able to get behind and use to positive effect in its relationships with media agencies.
There is a genuine sense of forward momentum at the newspaper, and this campaign has played a small, but significant, part in that.
Ivan Pollard partner, Ingram A famous, blonde-haired and buxom sex-siren was reputed to once have said: "To be big is good; to be good is better; but to be both is best."
I am not entirely convinced she was speaking about the battle of the sizes going on at the quality end of the newspaper market but, for the sake of this column, let us assume she was.
Size isn't everything, but size allied to cunning and wit is a tricky combination to compete against. At a time when everyone else was downsizing, The Daily Telegraph asked Naked Inside to make a virtue of its girth.
What I like about this work is that Naked Inside didn't settle for the obvious route. Thinking beyond conventional channels to get to the audience (and remember, Campaign is particularly effective at getting to the media industry - you are reading this, aren't you?) is the sort of thing we would all do for a consumer campaign but to do it for a business-to-business campaign deserves credit.
You also have to love them for going the extra mile. How tough must it have been to wander around all those pubs, bars and restaurants and talk landlords into helping over a pint?
And the execution was almost perfectly matched to the opportunity. Big matches, big beer-mats, big paving stones, big balls, big ideas, big-heartedness and big glasses. All big ideas on a small budget. I really like the loyalty card idea, and the big wine glass was genius. Who would have thought to make the connection between media folk, the sales process and alcohol?
And they say it worked. Actually, I know it worked because my good friend Mr Tilley - a professional who makes it his business to stay in touch with what is happening in the best pubs and bars in town - came back to the office a while back clasping the beer-mat and the matches and propounding the wisdom of this campaign.
Mae West - she who liked things big - once came back from a day on set to find 16 gloriously handsome boys waiting in her lobby. With a fatigued air, she surveyed the eager suitors and announced: "I am sorry boys. I've had a hell of a day. I am afraid one of you will have to go home."
If there is any criticism of this work, it is that perhaps they should have sent one of their ideas home early too. Maybe there was one too many.
But, all in all, this is great work.