Situation: De Standaard is Belgium’s largest quality newspaper. But, research has shown that people have lost faith in the traditional quality media, resulting in a severe drop in sales.

Brief: The client asked us to come up with an image building campaign, re-establishing De Standaard as a reliable source, but also sparking an immediate and measurable increase in sales.

Objectives: Build our brand so we can connect with customers on a long term, and boost sales on a short term.

After having gathered data and insights about the tricks in every medium, we made custom creative messages for each one of them. The campaign ran for 3 weeks, over more than 10 media channels. The ad placement was a major part of our execution, as every creative message referred to the medium we were using.