We are independent. And you?
The digital newspaper El Confidencial reinforces its positioning as an independent media in its new image campaign designed by Darwin & Verne.
El Confidencial positions itself as an independent medium outside the influences of ideologies or economic and pressure groups by means of a brand image campaign, in which readers are invited to question their own independence when seeking information under the concept “We are independent. And you?”
Videocase
Desde Darwin & Verne ideamos esta campaña como un manifiesto de independencia periodística dirigido a lectores de cualquier ideología, pero que buscan una información no sesgada por ningún interés, mediante reflexiones como: “Somos los que creemos que tener una ideología es compatible con tener ideas propias”, o “Somos los que pensamos que ‘todo el mundo lo dice’ no es una fuente fiable”, o “Somos los que cuando oímos izquierda contra derecha, o derecha contra izquierda, con la palabra con la que menos nos identificamos es ‘contra’”. “Somos los que creemos que tener una ideología es compatible con tener ideas propias”, o “Somos los que pensamos que ‘todo el mundo lo dice’ no es una fuente fiable”, o “Somos los que cuando oímos izquierda contra derecha, o derecha contra izquierda, con la palabra con la que menos nos identificamos es ‘contra’”.
The communication strategy takes the form of short (10”) digital videos – produced by Visual Noise, our in-house production company – accompanied by a long (1′) piece, as well as digital banners, social media pieces, and radio commercials.
In addition to the redesigned website, the newspaper has launched a subscription offer of €59 per year, seeking the support of subscribers to further strengthen its independence.
Darwin & Verne was chosen to work with El Confidencial following a multi-agency competition, which took place in October and November 2021. Our strategic partner, Smartup, developed the creative and consultancy approach in performance and data analytics, an aspect that is of decisive importance in attracting subscribers for a medium such as El Confidencial. Smartup, elaboró la propuesta creativa y de consultoría en performance y analítica de datos, aspecto que tiene una importancia decisiva en la captación de suscriptores para un medio como El Confidencial.
Data sheet:
Agency: Darwin & Verne
Advertiser: El Confidencial
Product: diario digital
Sector: medios de comunicación
Creative President: Carlos Sanz de Andino
Chief Executive: Miguel Pereira
Producer: Andrea Rosenschein (Visual Noise)
Video editor: José Luis Mancilla (Visual Noise)
Innovation Director: Óscar Cordero
Art Director: Óscar Moreno
Account Executive: Julia García
Digital design: Daniel Chinea
Producer: Visual Noise
Digital marketing and data: Smartup
Account Management: Raquel Jiménez (Smartup)
Consultor Senior de Performance: David Roch (Smartup)
SEO Manager: Emilio Rodríguez (Smartup)
Director of Project Management: Antonio Acevedo (Smartup)
Sound Studio: The Lobby
Title/concept: “Somos independientes. ¿Y tú?”
Pieces: vídeos digitales, banners, piezas para redes sociales y cuñas de radio
