Cannes Lions
McCANN STOCKHOLM, Stockholm / DAGENS INDUSTRY NEWPAPER / 2009
Overview
Entries
Credits
Execution
We made a special edition of the paper where the main news headline on the first page was “We miss you!”. Inside the paper most of the ads were switched to ads with the same theme with an included call to action for subscription. The paper was distributed in the morning with the ordinary newspaper carrier to get a true feeling of having an actual subscription. The desired outcome was to get a 5% response.
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