Il Manifesto DM NO NEWS, BAD NEWS. by The Name

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Industry Newspapers
Media Direct marketing
Market Italy
Agency The Name
Executive Creative Director Carlos Anuncibay
Photographer Ciro Frenk Schiappa
Account Supervisor Luca Micheletta
Released April 2009

Credits & Description

Category: Publications & Media
Product/Service: NEWSPAPER
Agency: THE NAME
Date of First Appearance: Apr 23 2009 12:00AM
Entrant Company: THE NAME, Rome, ITALY
Executive Creative Director: Carlos Anuncibay (The Name)
Creative Director - Art Director: Alessandro Izzillo (The Name)
Creative Director - Copywriter: Daniele Dionisi (The Name)
Account Supervisor: Luca Micheletta (The Name)
Graphic Designer: Alessandro Izzillo (The Name)
Print Producer: Michela Ceruti (The Name)
Photo Producer: Rosa Marzullo (Kaos Production)
Photographer: Ciro Frenk Schiappa
Media placement: Public Transport - 1 Piece - Roman Taxis - 23 April 2009

Describe the brief/objective of the direct campaign.
Information in Italy is increasingly held under the control of very few people. The situation is in fact so serious that in the global classification of the freedom of the press, published by reporter Sans Frontières, our country ranks at a lowly 49th, well behind many developing nations. In reaction to this anti-democratic state of affairs, leading newspaper Il Manifesto wanted to speak out in reaffirmation of the crucial importance of independent voices such as its own. 

Explain why the creative execution was relevant to the product or service.

The creative strategy was in line with the spirit of Il Manifesto itself, which has always valued adherence to its political principles more highly than achieving big sales figures. Indeed the ‘sick bag’ initiative had a more political than commercial motivation – the aim was not so much to sell more copies of the newspaper, as to raise the alarm on the worrying state of the Italian media. Thus the campaign’s goal was to increase the number of and engage the newspaper’s loyal readers, who respond well to strong and direct messages.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Il Manifesto’s chosen medium was Roman taxis, whose drivers are notorious for their recklessness behind the wheel. Indeed, if reading in the car can unsettle your stomach, reading in a Roman taxi can really make you lose your lunch. So sick bags similar to the ones found on airplanes, were placed in taxis travelling around the city. The text played on the familiar idea that reading in the car can provoke nausea. In this case however, the cause of any nausea was not the taxi driver’s driving, but rather the content of the newspaper that the passenger was reading.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Given that reader retention and generation of interest were the primary business objectives of the campaign, it was gratifying that the operation resulted in the newspaper receiving high numbers of e-mails and phone calls of appreciation. Fifty sick bags were distributed and on average, for every bag in circulation, the editorial office received between nine and ten messages of thanks and congratulations. After only one day of the operation, the newspaper registered a 10% increase in sales.