Assignment: to integrate the WELT KOMPAKT tabloid in the media consumption behaviour of the target audience, who increasingly prefer digital sources of news.

Target Audience: Young urban open-minded people with a clear affinity towards new media.

Central Issue: How to connect and generate trial with a young target audience for a daily tabloid newspaper?Creative solution: By uncovering a sleeping cultural phenomenon in a contemplative way, catching out the audience on their recently developed digital media habits full of idiosyncrasies.

The campaign's main creatives typically consist of an authentic art photography shot that provides the stopping power for the headlines that together form the heart of the campaign. Rather than creating a juxtaposition against digital media, the pay-off positions the WELT KOMPAKT as a suitable complement to the digital lifestyle of the target audience by consciously stating its printed nature: “WELT KOMPAKT Concise Different Printed” (German: “Kurz Anders Gedruckt”)

The campaign was kicked off by a heavy outdoor campaign throughout main city centres in Germany (Berlin, Hamburg, Cologne, Munich, Düsseldorf, etc.), directly followed up by print in the daily newspapers. Than the TV spot launched on YouTube and then a heavy flight on television and in cinema followed accompanied by radio. The voice over of TV and radio spots are based on the so-called 'manifesto' of the campaign that inspired various headlines in print, outdoor linking them to the spots.Furthermore a digital campaign consisting of display advertising as well as outdoor promotion teams handing out specially packaged samples of the tabloid sustained the campaign.The advertised tabloid gains ownership of a societal theme through the campaign, which unfolds heavily discussions beyond the advertising media in blogs and social media with the optimised WELT KOMPAKT Facebook page as the heart of the consumer engagement.

- On YouTube the spot captures an audience in excess of 100.000 viewers on its first day and was widely discussed and appraised.- Unaided brand awareness increased by 320% (from 5 to 21%)- Aided awareness increased by 25% (from 59 to 74%)- Spontaneous ad recall increased from 1% to 18%- Ad awareness increased by 175% (from 16 to 44%)- Share of advertising awareness increased from 8 to 19%- Total coverage of the campaign: 73% recognize at least one motive.- Image: campaign contact effects increased sympathy values as well as an image improvement (Source: TNS Infratest „Werbemonitor WELT KOMPAKT“)Soft success indicators: - WELT KOMPAKT Facebook fans quadrupled during the campaign- Japanese manga characters featured in one of the print ads create an unexpected hype online, forcing WELT KOMPAKT to import them