Never before has a free newspaper in Spain achieved such a number of readers in such a short time. QUE was positioned at the same audience level of their competitors right since its birth. Accordingly to these astonishing results, announcers began to invest in the new free newspaper making the financial success a reality.

In a very crowded environment, the Spanish Publisher group Recoletos asked Optimedia to launch a new free newspaper in main cities. Competitors distribution was very similar to the one we are going to have, so we needed to stand out and be chosen as first option by the readers.

We transformed the QUE launch into a social phenomenon, generating widespread comment about the advertising and promotional activities amongst underground users and at the same time we achieve the measurable return of investment objectives of the Client.

As many potential readers of free newspapers are by definition people who travel every day in public transports, instead a conventional mass media strategy, we concentrated all our effort just in developing impactful and attractive outdoor actions in the actual distribution sites: in tube entrances and exits, bus shelters in bustops, local train stations. We targeted all our effort at these “changeover” points, converting them into QUE territory, by covering them with our logo.

The best way to measure return of investment in this product launch was by achieving a high amount of readers from the beginning. Time in obtaining results was also essential as we needed to gain the confidence of announcers to make them invest their advertising budgets in our new newspaper. If we did not succeed in placing our title between the more established competitors free newspapers very swift, the whole project of our Client would have failed.