WHERE WOULD YOU LIKE TO BE IN A YEAR’S TIME?
-diari ara-
Social success
On the 28th April 2011, ARA newspaper reaches the 150 issues.
150 issues is not even half a year, but with this little time ARA has already achieved some significant achievements. Probably, the most remarkable one is its social success.
This means:
. A pool of loyal and plural customers with a sense of belonging.
. 131,000 readers of the paper edition.
. 17,000 copies on average every day.
. 651,000 users per month of the digital edition.
. Leader newspaper in Catalan on the internet.
Campaign
The above are facts and figures important enough to think about a campaign to spread this success.
ARA has been done amongst all of us and we are proud of being part of it. This pride, in the words of ARA’s president, makes people go around the world saying “I am from ARA”.
Therefore, the campaign had to take into account the:
- Sense of belonging
- The plurality of its readers
- Vitality of the campaign: we are not talking about the classic TV spot, but we are looking for a more authentic format, more of the people.
For this reason we considered the possibility of working with the testimonies of fiftypeopleonquestion.com.
This is a series of videos which ask an open question to fifty people. The result is a mosaic of answers which, in our case, will configure the portrait of the precise moment: a snapshot of ARA made by ARA people.
Teaser
The campaign of the video begins with a series of teaser pieces which ask the question: “where would you like to be in a year’s time?”. The answer will appear as an audio-visual in a few days.
Time capsule
This audio-visual will be at the arames.cat website. As a second step, there is an idea for this site to become a time capsule in which each year a video will be uploaded with a question and the answers to it. In time, these files will become a document which will show us how people change as the years go by, how answers correspond to different times and customs.
