MY WORLD by Gaps for DIARIO DE NAVARRA

MY WORLD

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Industry Newspapers
Media Promo & PR, Case study
Market Spain
Agency Gaps
Executive Creative Director Rafael Rodriguez Galobart
Creative Director Juan Antuñano
Art Director Pedro Marrodan
Released October 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: DIARIO DE NAVARRA
Product/Service: NEWSPAPER
Agency: GAP'S
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: GAP'S , Pamplona, SPAIN
Executive Creative Director: Rafael Rodríguez Galobart (Gap's)
Creative Director: Juan Antuñano (Gap's)
Account Team: Sonia Ledesma (Gap's)
Account Team: Tamara Ros (Gap's)
Account Team: Maria Egaña (Gap's)
Account Team: Cecilia Carrasco (Gap's)
Art Director: Pedro Marrodan (Gap's)
Writer: Carla Garraus (Gap's)
Media placement: NEWSPAPER - NEWSPAPER - OCTOBER, 2009

Results and Effectiveness
Because of the spectacularity and impact of the action. By managing to involve all the departments of the newspaper to make it happen. During 7 Sundays the cover and back cover of Diario de Navarra as well as its contents, were completely customised with stunning new formats. The action was highly visible and has a great impact. Through this action, the newspaper was rejuvenated. It was perceived as a much more interesting newspaper and closer to youth, and it managed to connect with them. In the written press market in continuous recession, sales according to the OJD rose 4.6% during the month following the campaign.

Creative Execution
The campaigns objective is to to bring the Diario de Navarra closer to the younger public. Trying to offer a plus over the online edition. 7 subscribers will take over the Journal for a day. Koldo Rodero (1 Michelin Star chef), Karlota Laspalas (Cibeles fashion designer), Andrea Barno (European Handball Champion), Alberto Urdiano Mallenco (International football referee), Mikel Zabalza (Eight-thousanders climber), Iñaki Lazkoz (artist, painter) and David Beriain (war correspondent) are the selected celebrities. In addition to designing the cover and back cover of the newspaper, they make it their own by adding their touch in an innovative way to all the pages they want. They will break the traditional formats with all kinds of insertions, they have absolute freedom. This action will also take place with a traditional press campaign and exterior advertising.

Insights, Strategy & the Idea
The Spanish newspaper market, as well as the global market, is in recession. New technologies and renewed consumer habits have gradually detached our youth from the print media and this has contributed to a loss of diffusion and consequently a drop in sales. El Diario de Navarra, one of the largest national newspapers, proposes a challenge, to rejuvenate its readers. To do so, we selected a group of people, well-known members of Navarra's society and a reference to our target group (25-45 years) and we offer them the newspaper for a day, designed by them, giving a vision of "their world" through this media piece.