Case study:

The Problem

The Independent is a perennial fourth in the quality newspaper market.

The Predatory Thought

The Independent has more casual readers than the others. Make them buy the paper two or three times a week, instead of just once or twice. The effect on sales could be dramatic. So the competition isn’t other newspapers. It’s whatever else they might do instead whilst commuting: iPods, books, magazines.

The Idea

With a small budget and just 7% SOV (but over 30 ads a year required), we had to be stylish, unusual and intrusive. So we put a sonic signature on everything we did that would overpower any ads on either side of it.

The Results

The Independent’s readership is 16% up. In the elusive 15 - 44 ABC1 category readership is up 19%. All while newspaper sales are falling 7% y.o.y.