Agency: Pulse Creative London
January is a vital sale period for The Times and The Sunday Times. The challenge, then, was to find innovative ways of bring new subscribers into the Times stable.
The typical Times audience member relishes being absolutely in the know.
However, as news-cycles get faster and always-on lives prove more hectic, it can be easy to miss things.
Which is why for subscribers, The Times and The Sunday Times play the role of anxiety mitigators: providing information, insight and perspective to power conversations and help readers prepare for any professional or social situation.
The campaign strategy was to demonstrate how The Times would fulfil this function.
The work sought to highlight how quickly events change, how that induces a sense of information anxiety, before presenting The Times as the antidote.
However, as a premium and intelligent brand not in the business of scaremongering, the key was a light-touch; humorously highlighting all the twists and turns that key stories were likely to take in the year ahead.