Bors is the second biggest selling tabloid in Hungary with an average circulation of 58,000. In the shrinking market of printed press, the brand had a new competitor in the form of the burgeoning Ripost. The paper needed a quick and effective response to the situation and gave the ATL-campaign to Republic Group.
The “Just don’t let Bors know” TV spots, printed materials, posters, and online interfaces exposed incognito characters in the most salacious situations – demonstrating that with Bors, every reader gets first-hand information on the most risque stories. The result of a harmonious and constructive collaboration between the client and his agency, this campaign threw a pebble in the water.
The brand not only halted the downward trend in circulation, it reversed it. The pre-campaign average was 58,000 units, but during the campaign period this figure climbed by 4% to over 60,000. And most importantly, Republic’s professional strategy resulted in the brand beating back the now weak-looking efforts of new competitor Ripost.
WHAT WE WERE RESPONSIBLE FOR
Running the entire Bors campaign, from concept to production. In the campaign, we complemented the TVC with publicity.