Customer:
KLASSEKAMPEN
- Student work 2014
Brief: The task was to create an twofold campaign for Klassekampen, an norwegian national newspaper. Klassekampen is a politically and socially conscious newspaper, with entertaining weekend appendix.
Part 1 was to get students read Klassekampen for free in 3 weeks.
Part 2 was to get parents and grand parents to give a subscription to their students.
Target audience:
A) Students who are political engaged, and has an interest in culture and community.
B) Older people who have children, grand children or other close friends that are students.
Message: Klassekampen solves your problem.
Concept: “BARE HYGGELIG.” - “YOU`RE WELCOME.”
Conclusion: We reach the target audience where they are, while we show that Klassekampen is more than just a plain, boring newspaper.
Created by:
Sandra Eriksen (me)
Helene Viktoria Sem Henriksen
Else Regine Borgen
Heidi Finnøy
Henriette Østrem
Solutions: To reach the students we will have stands at the universities. We will give the students free newspapers with a direct marketing including various text. Since students loves everything that`s for free, they will be able to use it to cool down their beer.
To reach the older aged target audience, we have used our own media. This target audience already reads “Klassekampen”, so therefore we have created ads in the newspaper with various texts, which play a bit on their emotions.
“You`re welcome” will be written under all texts, because “Klassekampen” solves a problem for the both of the target audiences.
DM to students
"Do you want to direct the next debate?
Send sms 2388 to 1960 and try "Klassekampen" for free in 3 weeks!"
Send sms 2388 to 1960 and try "Klassekampen" for free in 3 weeks!"
"YOU`RE WELCOME."
"Do you want to broaden your horizon?"
"Want to catch up with lost brain cells after the weekend?"
"Would you wish that newspapers were more serious?"
"Would you like that syllabus was a little more exciting?"
Ads in the newspaper for the older target audience.
"Do your student need a break from tough hours at the reading room? Give away a student subscriptions on "Klassekampen" for only 89 krones monthly!"
"YOU`RE WELCOME."
"Tired of your student uses all his free time on his smartphone?"
"Tired of stupid questions and lack of knowledge from your student?"
