Challenge: Develop a stimulating multimedia campaign that leads to conversion.
Insight: We have to be honest: not everyone reads the FD. To realise growth we want to convey this insight in order to connect with our target audience.
Idea: The campaign reveals the difference in knowledge and the advantage gained by readers of the FD compared to those who don’t read the publication. We achieve this through a copy-based campaign to clearly highlight these differences with the introduction of “Everyone knows” and “Not everyone knows”. Each insight concludes with the line “Not everyone reads the FD”.