We chose not to explain, but to demonstrate how captivating newspapers can be. And we demonstrated it to the core of our target audience: the advertiser. How? On the election day of the Advertiser Personality of the Year, the 3 nominees were given a car with a private driver so they had time to read the newspaper. During the ride we tried to distract them with some unusual happenings like a burning man and a bear driving a car… But none of the advertisers noticed any of the distractions, they all kept reading. We made a movie of the stunt and send it by emailing to all Belgian advertisers to spread the message.

- The stunt was the talk of the town within the Belgian world of advertisers and caused a debate about the relevance of newspapers in the media mix

- The e-dm was send to 1.500 advertisers and generated more than 5.000 unique visitors on the BTB site newspaperswork.be in less than 1 week

- The number of visitors on the BTB site of the past 3 months doubled in only 3 weeks

- National and international press attention