To launch Newsweek magazine on the Czech market, we decided to turn its title into a competitive advantage. Unlike fast news sources, Newsweek believes that it’s good to take the time to gather all the necessary information and wait to see how stories unfold. To dramatise our claim, we picked the biggest events of 2016 that had some surprising developments in the course of a week. We created radio spots with the voices of narrators acting like different reporters mixed with fade-in and out effects, creating a continuous narrative about each story as we learn the unexpected twist that happened to them. The radio is signed by the claim “Newsweek. Some news needs a week.”
The radio spots aired online and on selected radio stations in Prague with the highest reach of relevant listeners for our campaign.