The Mirror is launching a real-time responsive TV advertising campaign to reinforce the ‘intelligent tabloid’ positioning
The Mirror is launching a real-time responsive TV advertising campaign to reinforce the ‘intelligent tabloid’ positioning.
The campaign will feature members of the public trying their hand at answering questions from that week’s editions of the Mirror. Each ad will be turned around during the week to ensure that the content is topical and up-to-date.
The opening spot went live yesterday, 27 September , during ITV’s X Factor, with members of the Mirror’s editorial team reading real Tweets sent by the public following the last campaign, questioning the Mirror’s claims to be the ‘intelligent tabloid’. Editor-in-chief Lloyd Embley then invites the public to take on the Mirror’s challenge.
Zoe Harris, Group Marketing Director, said: “One of the big challenges for the Mirror is overcoming the public’s perception of us as part of the tabloid sector. Yes we feature celebrity news, sport and entertainment, but that doesn’t mean that we aren’t covering more serious and important issues too. We have a background of making complex news accessible, holding those in power to account, and influencing attitudes and behaviours for the better and we’re very proud of that.”
“The campaign is 100% transparent, reactive and provocative putting our editorial team at the heart of the activity. It is incredibly nerve-wracking not having the creative in the bag and the media booked but I feel it is essential to have an authentic and responsive dialogue given our roles as a national real-time newsbrand.”
The mean tweets aspect of the creative is inspired by a feature on hit US TV show Jimmy Kimmel Live in which he makes celebrities read out loud mean tweets that have been published about them.
The campaign will run for the remainder of the year across TV, radio, digital, social and print. TV spots include X Factor on Sunday 27 September and Sunday 4 October, and Coronation Street on Friday 9 October and Friday 16 October.
There will also be opportunities for viewers to participate online, culminating in a chance to take on the Mirror’s editorial team live in the last week of the campaign.
The media buying was handled by Vizeum and the creative is being produced by Quiet Storm.
See what the trade press is saying about it here: