Read a bestseller every day. Daily Telegraph. Britain's Best Selling Daily Broadsheet.
Story
This commercial is one of the latest in the "bestseller" campaign in which an English teacher is speaking to a lecture hall full of students about metaphor. We realise that the students are not studying a classic book, as you would expect, but are studying copies of The Daily Telegraph.
Philosophy
The big idea we developed, 'bestseller', positioned the paper as having all the qualities of a bestselling book - accessible, readable, exciting and talked about. These charactistics contradicted the targets' perceptions of The Telegraph and therefore encouraged brand reappraisal. The idea has since been translated into various forms of advertising and has even been incorporated into a new mast head on the paper itself. The bestseller campaign has not only increased the circulation of The Daily Telegraph, but research has also shown that perceptions of the paper are shifting towards a more modern, stimulating and popular paper.
Problem
In 2002 the Daily Telegraph was seen as stuffy, old fashioned and typically labelled the "torygraph". CHI's brief was to develop an idea which would make the paper feel younger, more modern and would thus encourage readers to re-appraise the brand.