注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

The Truth Is Worth It

基本信息
行业: 媒体与出版
媒体:影视
风格: Minimalism
说明cnen
Why is this work relevant for Titanium?

This campaign came out shortly after Trump called the free press “the enemy of the people” and served as a powerful reframing of journalism. The films combine an innovative typographic treatment of a headline being formed and moulded with emotive mixed media to immerse you in the experience of the journalists like never before—seeing, finding and witnessing things as they did. The result is a transformative campaign, one that convinced people that journalism which seeks the truth is worth paying for. It improved the Times business but, crucially, it got people supporting journalism at a time it was most needed.

Background

In a time when journalism is expected to be free, The New York Times relies on a pay model. Millions visit NYT.com every month, but only a fraction are subscribers. We wanted to build the behavior of paying for journalism, by showing our target audience, the “curious reader”, that journalism needs their support. The aim of the campaign was to shift key brand perceptions identified as impacting someone’s likelihood to subscribe, ultimately getting more people to consider paying for the Times.

Describe the creative idea

These films make up a campaign that looks to shed light on the rigor behind the journalism and why it's all worth it. It’s a piece of work about pursuing the truth wherever it may lead and bringing that truth back in word form for the world to read. The campaign uses a single creative approach to show that the truth is worth it across different, nonfiction films covering a breadth of issues. Each film takes on a different subject and emotional thread: rigor, resolve, perseverance and courage. The films come together to create a campaign that shows the great lengths to which NYT journalists will go to get to the truth.

Describe the strategy

The biggest threat to a free press is the expectation that it comes free. The internet has changed how we value journalism. And though the free press is guaranteed by the constitution, it doesn’t come free, and too many take it for granted. There is a disconnect between the text we read and understanding what it takes to publish it.

The truth is, we invest in our journalism. We spend more money, time, and resources to publish the highest quality journalism than anyone else. We do this on behalf of our readers and for society at large.

While readers value our journalism, they’ve simply never considered paying for it. We needed to change a generation of ingrained behavior by proving to our audience, the “curious reader,” that we need their support to do what we do. The truth doesn’t just show itself. It has to be found.

Describe the execution

The campaign continues to run across multiple media channels, in broadcast, digital and social, targeted to our audience of the “curious readers” - consumers who seek out the news and are interested in the world around them.

The first live date was October 29, 2018, but we continue to roll out and run these films around contextual media opportunities to inject ourselves into the cultural conversation and reinforce the importance of journalism in these times. For example, we ran “Immigration” during the State of the Union Speech on CNN and ABC, as well as during Trump’s statement on the border wall situation and his declaration of a state of emergency. We continually deploy “Taxes” digitally in answer to any conversation spikes around “fake news” or defamatory comments on the press from Trump.

To date we’ve amassed over 1B impressions across paid, owned, and earned channels.

List the results

We set out to shift perception against key business-driving attributes and out-performed all KPIs, delivering significant lift against the statements that the NYT “pursues the truth relentlessly,” “has a positive impact on the world,” and “produces journalism that affects change.”

Perhaps even more critically, we saw significant lift in perception that NYT “is worth paying for,” stated purchase intent, and increase in subscriptions attributed to the campaign, signaling that the campaign effectively worked to cement the notion that journalism is worth paying for.

In addition, we exceeded our traffic-driving goals, delivering nearly a million views of content on our landing page, a single-campaign record for the NYT.

These results not only suggest a fundamental shift in the idea of paying for quality independent journalism, it also ensures that The Times can continue its mission to help people understand the world more deeply.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 钛狮
Titanium
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商