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Not everyone reads the FD

Challenge

Develop a stimulating multimedia campaign that leads to conversion.

Insight / trend

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”.