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Experiential campaign promotes Guardian Weekly

In a bid to reach a new audience of European readers, the Guardian, launched an interactive out-of-home campaign for its newly relaunched Guardian Weekly.

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The experiential campaign targeted a new European market for Guardian Weekly

The campaign, which was created by in-house creative agency, OLIVER, included interactive street placements of 2,000 flyposters across Berlin.

What made the posters stand out were iconic red boxes which asked passers-by to break emergency glass in which the magazine copies were kept in.

The rows of four boxes each featured either the words ‘In case of climate inaction, injustice, corruption, and corporate greed, and came with a small hammer to break the glass.

The reason for the drive in Berlin is that for, Guardian Weekly, Germany is the largest of the European markets with the publication having experienced a growth of 54% since its relaunch in 2018.

Our response presents the magazine in a dramatic way, inviting bypassers to arm themselves with the facts behind the most important global issues and be inspired to take action

Sam Jacobs, creative director of OLIVER, comments: “Our response presents the magazine in a dramatic way, inviting bypassers to arm themselves with the facts behind the most important global issues and be inspired to take action.”

Recent research by the Guardian has found that its German audience look to the news brand for a “global perspective”.

Topics most highly valued include investigative journalism, reporting on transnational issues such as climate crisis and news and opinion around EU politics.

The break the glass boxes drew attention to various topics covered by the title

This formed the inspiration for the text on the break the glass boxes as the brand hoped that this would catch the attention of passers-by the most.

Kate Davies, director of brand and awareness at the Guardian, adds: “The Guardian is in a terrific position to introduce and amplify our global news magazine which reflects our independent, unbiased journalism to a European audience.

“Working with OLIVER, we’ve built a flexible and dynamic way of working to deliver brilliant creative campaigns like this Berlin experiential for Guardian Weekly.”



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