Making headlines.
Delivery_
Strategy
Concept
Copy
Creative Lead
Year_
2012
About_
The Irish Examiner was a newspaper faced with declining readership, working with the editorial team we helped develop a new section for the paper focused on taboo topics, ‘The Special Investigations’. Each topic started as a headline and was accompanied by a disruptive outdoor and social media campaign to drive awareness.
Results_
‘Special investigations’ was an immediate success, resulting in an immediate increase in readership. The paper became only broadsheet to increase its numbers that year.
‘Special investigations’ was an immediate success, resulting in an immediate increase in readership. The paper became only broadsheet to increase its numbers that year.
The Special Investigations ran for over 4 years and became an iconic print campaign and section.
The campaign was awarded Gold in New Brand/Product/Audience Development at the International Newsmedia Marketing Association Awards in Los Angeles and bronze for campaign in EPICA.
Anne Fleming 