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.
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