GFR Media: THE DAY NO ONE WENT OUT

Credits & Description:

Advertiser: GFR MEDIA
Agency: BADILLO SAATCHI & SAATCHI
Category: Publications & Media
Advertising campaign: THE DAY NO ONE WENT OUT
Art Director/Head Of Art: Alfredo Ledesma (Badillo Saatchi & Saatchi)
Digital Director: Claudio Chea (Badillo Saatchi & Saatchi)
Account Director: Eunice Lopez (Badillo Saatchi & Saatchi)
Art Director: Jonathan García (Badillo Saatchi & Saatchi)
Group Manager: Mariam Zemuri (Badillo Saatchi & Saatchi)
Copywriter: Madeline Hidalgo (Badillo Saatchi & Saatchi)
Creative Director/Copywriter: Juan Camilo Valdivieso (Badillo Saatchi & Saatchi)
Executive Creative Director: Juan Carlos Rodríguez (Badillo Saatchi & Saatchi)

Outcome
37% of the people who received the newspaper that single day reactivated their subscription.

Execution
People turned down their subscription because they could get the newspaper for free at traffic lights. On these special occasions the importance of the home delivery subscription is made crystal clear to our audience. If they still had the Home Delivery subscription, this wouldn’t be a problem.

Implementation
Due to the coming of storm Isaac, we knew people would stay out of the streets thru its passing including the free newspapers distributors. They hand out newspapers at stoplights and since no one would go out on the streets on this day, We saw an opportunity to deliver a unique message to our ex subscribers.So the day no one went out we did and delivered El Nuevo Día to our ex-subscribers doorsteps with the message: “ On days like today we are still the only ones who got out to deliver the news. Reactivate your subscription. Call Now 787.641.8800 “

Client Brief Or Objective
With the arrival of free newspapers to the Island we lost a lot of our home delivery service subscribers. We wanted to get them back. Our strategy was to show our ex-subscribers how we’re the only newspaper on the Island who will always deliver the news, no matter what.