This document outlines a marketing campaign to make people appreciate the importance of newspapers. It will run a "Last Newspaper" campaign where the last newspaper is printed and distributed. A teaser campaign will run in Week 4 followed by "Newspaper Week" from Week 5 featuring print, outdoor, online, and video ads. The video will show someone admitting they took newspapers for granted but now understand their value. The total budget is 150,000 euros.

1. general population
5 545 000
18-35 yo
marketing
professionals
30 000
APPROACH
How to make them take
newspapers as grand,
not for granted?

2. INSIGHT
Newspapers are not
sexy or cool. They
never will be. And
that’s fine.
How can we make
people remember the
important
role newspapers
play in their lives?

3. You often don’t realize something is
important until it’s gone.
That’s why the newspaper must go.
SOLUTION

4. This will be the last
newspaper.
STRATEGY

5. Display
Online
OOH
MEDIA STRATEGY
Video
Facebook
Youtube
Web TV
Earned
media
PR
PRINT
To make people who don’t consider newspapers as important realize how important
they are for those who actually think they’re essential.

6. 1/1 page print ads
OOH
(eurosize posters, digi
screens)
Online
(display ads)
CREATIVES

7. VIDEO SCRIPT
Liirum laarum
Juukelis puukelis...
”... to be honest, I didn’t
really pay enough attention.
I just got used to it, because
we’ve had the same routine
for years. Now I
understand the value. I
can’t start the day without
my morning paper.”

8. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Week 4
Teaser
(print, online)
Week 5
Newspaper Week
(print, OOH, online, video)
The last
newspaper
(print)
No newspaper
(PR)
Continuous marketing activities
Utilizing the material produced for the main burst
(print, OOH, online, video)
TIMING

9. Concept planning 15 000 €
Project management 5 000 €
DISPLAY
Photography and production 10 000 €
Print and banner design and
production 30 000 €
OOH production and printing 10 000 €
VIDEO
Video production x4 80 000 €
____________________________
= 150 000 €
BUDGET

10. Grand, not for
granted.
Emotional.
Daring.
Grand.