IN AN EVER MORE COMPLEX WORLD, SOME EXPLAIN THINGS BETTER THAN OTHERS
Le 1 (the 1) is a newspaper that unravels each week a complex topical issue thanks to contrasting views from writers, philosophers, illustrators, etc. In 2016, two years after its launch, Le 1 wanted to gain in visibility, and give people a reason to discover its content and become subscribers. And it was about time Le 1 spoke up about itself. Because in a world where everyone thirsts for knowledge but distrusts the media, where news becomes obsolete the moment it’s released, Le 1 dissects a hot topic each week from all angles. To follow the news without drowning in it, to understand our complex world without losing oneself in it.
NEWS INFORMS, LE 1 DECIPHERS
This was more than just a brand awareness campaign. The objective was to invite people to receive a free issue of Le 1 at home, this serving as a first step towards a subscription. From here was born a 100% Facebook campaign, targeted towards potential readers who matched the profile of existing subscribers. Promoting the paper’s overall concept as well as the upcoming issue itself, each creative piece invited users to receive a free issue directly in their mailbox.
Because once Le 1 enters your home, it would be madness to let it back out.