The challenge was to avoid scaring readers away, and encouraging them to register.
We came up with the idea of creating a product line for internet users called ‘Internet Hygiene’. These products
The video was created to present and promote the new product line.
Our campaign made it onto national television, radio and was discussed at the internet and technology conference LOGIN, in a debate between the CEO of 15min and his biggest rival, the CEO of leading Lithuanian news portal Delfi.
Most importantly, the campaign has changed the behaviour of people commenting online. After two months, the number of registered users increased by three times.
Meaningful discussions have started to appear under the articles at 15min, including not only readers, but also the authors of the articles and even local celebrities.
The initiative by 15min has been welcomed by other news producers, also inspiring some of them to put an end to anonymous commenting.