Every day millions of people read junk news filled with celebrity fads and flashy headlines and are exposed to trashy media content. This includes the average Croatian reader, who primarily reads sensationalistic tabloid journalism.
In this trashy media environment, the main challenge for a serious journalism portal – Telegram – is to break through and present itself to readers as a leading, reliable information source, and to motivate consumers to recognize the quality content that Telegram publishes. Our main objective was to show and emphasize the brand’s unique message: Telegram: A smarter view on every topic.
We used the 5 second pre-roll ads on intellectually-questionable YouTube videos that were trending at the time. The pre-roll ads addressed the same topic as the videos that followed, but approached the topic from Telegram’s no-nonsense journalistic angle.
Individual quick-witted ads were created for specific videos and set to play immediately before the videos. By contrasting the dubious content of the ad with Telegram’s rigorous and professional angle, we highlighted the detailed and intelligent approach that Telegram brings to its readers, regardless of the topic.
Through humor and irony, we showed how serious journalism can be applied to content in a thoughtful way and encouraged new readers to discover Telegram.