Shackleton Madrid S.L.

El País
"What do you think?"

Client: El País
Product: El País (Spanish media)
Title: What do you think?
Media: digital, print, outdoor
Country: Spain
Date Of Campaign: 26/01/2019

Background: The newspaper El País was launched in 1976 (alongside the new Spanish democracy) in a country where all other media were in line with the Franco dictatorship.Since it firmly backed freedom during the 1981 coup d’état, El País has had the largest readership and been the leading newspaper in defence of civil liberties and rights. During the last decade, the Spanish economic crisis has added to internal problems at El País: dismissals, long-term journalists resigning after accusing the newspaper of censorship and banning articles, criticism of the lack of freedom of expression, etc., leading to a feeling that the paper has lost its key values and consequently its social connection with readers resulting in a decrease in sales. The aims of the campaign were:-To move and connect with readers. Bolster up reader support and reconnect with readers who have left.-Take back its position of leadership, as a progressive media outlet and as a reference point.

Idea: In a world where “fake news” and unfounded social media rumours have made events that seemed impossible come true (Trump, Bolsonaro, Salvini, etc.), truthful, corroborated and accurate information has become an essential product.El País, as the leading Spanish-language newspaper around the globe, is an essential tool for understanding what is happening in the world and especially why it is happening. A tool that offers information, analysis, research and diverse opinions to arm the reader with a powerful weapon: knowledge. Based on the most relevant subject areas for El País in editorial terms (ecology, feminism, education, opinion, immigration and current affairs) the campaign consisted of powerful images (some that are World Press Photo winners); each one confronted the viewer with a dilemma that encouraged reflection and appealed to their critical side, ultimately passing on the question and campaign claim: “What do you think?”This campaign placed the reader at its heart, inviting him or her to reflect and apply critical thinking, establishing El País as a tool that provides information, analysis, research and varied opinions to help to understand the what and why behind events. The campaign used a media mix consisting of digital publicity, press advertising, radio, and outdoor and cinema advertising, with a firm emphasis on using digital media and data to reach the target, implementing and segmenting the campaign in line with users’ interests.The campaign was run in Spain, Mexico, Brazil and the United States. It lasted for five months (January - May). It also applied ad hoc digital content and interactive graphics that meant users could hear what was happening behind each image, drawing viewers in and making them think about the issues raised.

Results: Quantitative results: 28 million people have seen the online campaign; 97% of El País readers have seen the campaign;The percentage of clicks on the display adverts was triple the market average; 70% of El País social media users remember the campaign positively;High viewing numbers of campaign videos: 6 million views of the videos, 3 million views before the most widely-watched series in Spain; Over 80% of the campaign videos released were watched in their entirety. Qualitative results: Research study run by GFK during January and February 2019:After the campaign El País increased its visibility by 7 points. It positioned itself as accurate, inspirational, and as a leader and reference point.

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