The campaign is designed to build on i’s unique attributes as Britain’s only concise, quality newspaper, say the publishers.
Created by Atomic London, the ads feature non-ireaders struggling to offer a definitive viewpoint when questioned on current affairs, while i readers, having read the paper, are able to ‘get to the point’ with a concise point of view. The campaign will break on national TV during ITV’s popular period drama Mr Selfridge.
The campaign is intended to build an emotional connection with both new and existing readers by demonstrating the paper’s unique ability to offer a range of arguments on key issues, with the brevity that allows today’s busy readers to get to the heart of the matter quickly and succinctly.
The targeted TV campaign has been secured by Walker Media. The ads are in two formats of 30” and 10” and are skewed to 10” to reflect the overall positioning of the campaign. The campaign will run across a tightly focused channel mix (including Channel 4, ITV, Five, Sky and ITV2), as well as on Video-On-Demand services, with slots during news and current affairs programmes throughout the day and in peak-time dramas, from Sunday to Thursday. One format will air during a unique and exclusive 30-second break on Channel 4’s evening news.
The digital activity, meanwhile, will be delivered via a highly personalised, data-driven programmatic buying technology. Atomic will deploy its innovative ad-tech platform, ‘Atomic Live’, to enable tailored creative to react and change to fit with the news of the day in real time, a first for UK media brands, says The Independent.
Oliver Duff, Editor of i, said: “This campaign comes at a really exciting time in the build-up to i’s first general election. i is constantly evolving to meet the needs of today’s audiences thanks to the generous feedback we get from our loyal readers. The campaign shows how i can help people cut through the noise and get to the point, with the highest quality editorial content.”
Steve Auckland, Group CEO ESI Media said: “I am delighted we are launching an innovative campaign that confirms i’s credentials as Britain’s only concise quality newspaper. ‘Get to the point’ perfectly encapsulates i’s unique position in the market.”
