Gap Media

Background

In 1896 a newspaper was born. Over 120 years later it found its way to our shores.  The Daily Mail, along with The Mail on Sunday, occupies a position midway between the tabloid and broadsheet divide. Smart Market were approached by Gap Media to produce TV commercials that would build awareness and drive subscriber acquisition.

Solution

The Campaign objectives were firstly, to create awareness that The Daily Mail is available through newsagents and by subscription, and secondly, to create a self-liquidating campaign driving subscribers.

Smart Market creatively wrote and produced 1 x 15 second teaser and 1 x 30 subscription drive TV commercials. Key incentive offers were included to generate instant response, with the campaign designed to build awareness. Media was selected on Subscription TV channels to deliver cost-effective sales to a primarily British ex-pat target market.

Results

Along with building the target market’s awareness that the Daily Mail and The Mail on Sunday are now available in Australia, the TVCs helped to acquire subscribers to the papers from across Australia.