News & Opinion

The Guardian launches integrated campaign 'Subscribe to Change'

The campaign aims at raising brand awareness of The Guardian's purpose and supporter strategy, and driving acquisition for digital subscriptions.

The multifaceted campaign is a collaborative effort between The Guardian's agencies – Karmarama and Oliver – and its in-house marketing team who worked together in a creative sprint to come up with the concept and strategy. PHD delivered media planning and buying.

The concept follows on from the 'Space for …' campaign, which was created for January's tabloid launch. It brings The Guardian's purpose to life through showcasing its recent investigations and tangible impacts of its journalism - highlighting that it's a space worth supporting.

The flagship creative of the campaign is a powerful new video, 'A Space for Change'. It was created by Karmarama and highlights how Guardian reporting has changed the story – from the Windrush scandal, to Cambridge Analytica, to the Paradise Papers – openly stating the case for supporting The Guardian.

 The film will launch on Monday (24 September) and will run across independent cinema, VOD, high impact OOH formats, YouTube (Google preferred) and high impact owned channels.

Alongside the film, there will be an impactful, fly-posted out of home campaign along with consideration acquisition and retention activity for the products. Using The Guardian's bright and bold new colour palettes, OLIVER have created a range of assets to run across print and digital OOH, social, programmatic display, PPC, app store marketing, owned newspaper and online house ads, email, and retail.

Sonia Sudhakar, marketing director of Guardian News & Media, said: "This is an intelligent, integrated campaign that continues to bring our purpose to life with a global perspective. This time we are are going beyond demonstrating the societal importance of our journalism, and directly asking people to support us in our mission through the range of Guardian products and support points.

"I'm particularly happy about the great cross agency collaboration and new ways of working. Cross team sprints helped us get to great integrated work quickly, being agile and brave, whilst staying true to our brand values and playing to our strengths."

Dan Rutherford, executive creative director of Karmarama. added: "With this campaign we wanted to showcase why The Guardian is a space worth protecting. A space that relies on contributions and support in order to survive. A subscription to The Guardian is an investment in its journalism and that journalism is invested in change - and that's something worth supporting. In this film the "space" becomes a physical object, providing a platform for demonstrating this moment of change using three unique Guardian stories and the impact of our journalism."

Sam Jacobs, creative director of OLIVER, commeted: "On-site creative lead OLIVER worked collaboratively with The Guardian and Karmarama on concepting and creative direction. From the launch film to the hardest working email, this partnership ensured the campaign was tightly integrated and spoke to the brand's purpose at all touchpoints. Recent, highly impactful reporting underscored The Guardian's position as a space where high-quality independent journalism can bring about positive change in the world. And it offered new ways to support and subscribe to The Guardian through its exciting new digital subscription products."

The Guardian's Digital Pack subscription now offers an ad-free experience across the Premium App, iPad edition and website for signed-in subscribers. This sits alongside the recently launched 'Live and Discover' feature on the premium app, which gives readers the chance to view their newsfeed as either live, breaking news, or more thoughtful reflective curation of features, opinion and long reads.

The campaign will run from 24 September to the end of October.

by Jessie Sampson 21/09/18

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