För alla dina sidor

Svenska Dagbladet

Svenska Dagbladet is the second largest national online and print news media in Sweden. It is well known and beloved by its audience, but in order to stay relevant, it needs to change the perception on the market. As the challenger brand, SvD needed to differentiate on more than just news.

We identified the need to grow a younger, more cosmopolitan audience. 

This campaign is the first one based on a new brand positioning strategy and targets younger (under 40 yos.) urbanites. It speaks to their curiosity and their many interests. Never satisfied, never resting, this group is always looking for the latest and newest thing, for more information, for more inspiration.  

Both the verbal "För alla dina sidor" ("For all sides of you") and the visuals clearly address this broad spectrum of interests and curiousity within the target audience. By showing the target group in the ads, we make SvD available as the choice for this group. And by deliberately not using editorial and news imagery, we position SvD as a lifestyle choice rather than a news source only.

The campaign ran for nine weeks in both print and digital channels, as well as outdoor media in Stockholm.