In April 2015 Norway’s second largest newspaper launched a new digital product that included Dagbladet's print edition called ePaper. To promote this new product we decided to used Dagbladets biggest asset, their frontpage, which is on display in every store, gas station, kiosk, and coffee shop in Norway – and daily seen by half of Norways population. To gain the readers attention and make them aware of our digital ePaper, we tilted the front page of the physical newspaper, as a way of telling them they can get the exact same reading experience on tablets and computers. On page 2 and 3 in the same newspaper, Dagbladet's readers could see the same tilted front page placed into an iPad and read about the new format and Dagbladet's great offer.

Our media execution was to use Dagbladets biggest asset: their frontpage. Together with Dagbladets news desk we created a special designed tilted front page. This tilted front page was displayed on newsstands in every store, gas station and kiosks in Norway and was seen by half of the population. By tilting the front page we wanted to give everybody the same impression they would get as if they read it on a PC or tablet. On page 2 and 3 readers could see the tilted front page placed into an iPad with the message that they now could get exactly the same newspaper, minus the paper, digitally.

"The Tilted Newspaper Stunt made our readers aware that Dagbladet’s content is available digitally on all platforms 24/365". John Arne Markussen, Editor-in-Chief, Dagbladet.

During the two first days of the campaign, Dagbladet was the big talk on twitter, and they reached over 20% of this years total goal of new digital subscribers. Which is an amazing result for just one tilted frontpage.