While newsprint is a less popular form of marketing these days, there are still lots of people who subscribe to a printed paper. In fact, if your aim as a Marketer is to target members of the Traditionalist generation or older baby boomers, newsprint ads might be a great option for your product or service. Here are a few ads that prove the point as a great way to market to these generations.
“Five Minutes of Peace on Mother’s Day”
- Firm: Boys and
- Girls, Dublin, Ireland
- Company: Nissan
- Title: The colour in ad
- Published: March 2016
Objective: Woo mothers on Mother’s Day by giving them a coloring page for their child in the local newspaper. The ad gives a mother a few moments of peace on her special day.
Target Market: Mothers who might be the decision-makers in choosing the next family car.
Action: Consider Nissan as a company who designs for and understands the needs of parents.
Value Proposition: Nissan is providing you with a fun activity to entertain your child. If they understand your need for a few minutes of peace, what else might they understand and design for that caters to the needs of parents?
“Product Safety Called Out”
- Firm: Grey, London, UK
- Company: Public Interest
- Title: 60 House Fires
- A Week. They’d Act Quicker If It Was Their Home.Published: April 2018
Objective: Inform the general public that the government is not moving fast enough to regulate and recall products that are known to cause harm in their countries.
Target Market: Older adults who might be more likely to spend more time at home and read print ads.
Action: Go to the website to help petition the government to publish an action plan on what they are doing to help consumers.
Value Proposition: By helping petition the government for an action plan, consumers, homes, and communities will be safer.
“Shouldn’t Every Day be Women’s Day?”
- Firm: Fuel
- Company: Public Interest
- Title: Today
- Published: March 2018
Objective: Bring awareness to violence against women by sharing average daily statistics on international women’s day.
Target Market: Newsprint readers in Portugal who may be unaware of both the statistics for abuse/violence against women and who may not have known that the day it was published was international women’s day.
Action: The call to action is to not just be concerned about women’s rights on one single day. The call to action is to do something about human rights and equality.
Value Proposition: By supporting AMCV.org the reader can do something meaningful to help women’s rights.
“Looking for an Ark”
- Firm: TBWA\PHS, Helsinki, Finland
- Company: Greenpeace
- Title: White House
- Published: April 2007
Objective: Bring awareness to the fact that the USA was a necessary party to making the Kyoto protocol and agreement work.
Target Market: Awareness for readers all over the world that the US needed to sign the Kyoto protocol to extend the United Nations framework on climate change.
Action: Insist on US participation in the Kyoto protocol.
Value Proposition: US participation in Kyoto is imperative to the safety of the entire world. The US government had a duty to the world, not just the US to get involved in combating climate change.
“Hitler vs. Chaplin”
- Firm: Serviceplan Hamburg / München, Germany
- Company: Hut Weber (Fashion Hats)
- Title: It’s the Hat.
- Published: March 2008
- Awards: Top 15 Greatest Minimalist Ads
Objective: Show the striking difference a hat can make.
Target Market: Older adults who would be reading the paper and not only understand the cultural reference, but also find the reference clever or funny.
Action: Buy from Hut Weber because a hat can really make all the difference in how you are perceived.
Value Proposition: Hut Weber has a sense of edgy humor and understands that your fashion choices can have bigger implications on how you are perceived by others. Buy from Hut Weber.
**All photos are from links referenced in each analysis**