• Loading…

Telegraph Campaign

Award: Wood Pencil

Wood Pencil / Integrated / Integrated Advertising / 2006

Advertising revenue at the Telegraph was under threat from negative perceptions of the broadsheet medium, following a move by ‘The Times’ and ‘The Independent’ into a more 'compact' format. The challenge was to convince media planners and buyers that the Telegraph's bigger readership and effective format make it a better advertising medium than its 'compact' rivals. And thus stimulate demand for 'broadsheet' display advertising. It was felt conventional trade press advertising would get overlooked by our cynical target audience. So we communicated with them over three months within their 'media village' - the pubs, coffee shops, and pavements around their agencies. The 'Impact. Not Compact' campaign featured over-sized matches, giant beer mats, huge branded chairs in pubs and hand-delivered, over-sized wine glasses announcing a 'free larger drink' promotion. Media planners and buyers discovered dropped wallets. Creative directors received direct mail with one of their ideas scribbled on the back of a fag packet. And pavement artists created striking 'broadsheet ads' outside media agencies tailored to their clients.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again