Campaign background
How do you get cynical media Buyers to sit up and take notice?
Making them laugh is a good start, and The Guardian set about doing just that.
Strategy
The Guardian has a challenge maintaining advertising revenues and tends to be regarded as an old fashioned print platform.
OLIVER needed to get media planners to re-evaluate what the Guardian can deliver, and engage with their 'Platform for Action'.
The strategy was to give The Guardian's sales people a 'conversation starter' that would get them a foot in the door and have media planners begging to hear more. Combined...