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New through-the-line campaign for Die Burger from FCB Cape Town

Die Burger has launched a through-the-line communication campaign emphasising its new pay-off line 'Die Burger Praat Saam', which loosely translates as 'join the conversation'.
New through-the-line campaign for Die Burger from FCB Cape Town

The objective of this campaign is to raise awareness of this new pay off line with its numerous target audiences which includes - staff, new readers, existing readers, potential readers, marketers, existing and potential advertisers.

The campaign was developed by FCB Cape Town's creative team consisting of executive creative director Francois de Villiers, art director Anthony de Klerk, and copywriter Marius van Rensburg, with Thys de Beer, Howard West, and Andre Beyers as strategist, media strategist, and account executive respectively.

According to Die Burger's Publicity Manager, Edmund Beukes, the publication's new role is a result of careful analysis of the manner in which people source news and information in today's technology-enabled world.

He said: "Newspapers used to be the main source of information and breaking news but, with the advent of electronic media, a large portion of society seek out the latest news on-line.

"Die Burger's response to this new behaviour, which we see becoming more and more entrenched, is to become more of an information partner - a reliable source of honest and unbiased fact.

"Of course, the newspaper has always covered the latest news and will continue to do so, but will now 'drill down' deeper than it has in the past to give its readers better insights based on integrity and the highest journalistic standards.

New through-the-line campaign for Die Burger from FCB Cape Town

"It strives not to choose sides, but present all sides of a story in sufficient detail to empower the reader to join the debate and 'praat saam' armed with relevant facts and information. We always seek to find the truth behind a story, and unveil this to our readers, so they can form their own opinion.

"My brief to FCB Cape Town was to highlight that Die Burger is the leading and trustworthy information partner in the Western- and Eastern Cape helping readers to have an informed opinion in any language," he said.

New through-the-line campaign for Die Burger from FCB Cape Town

The agency's response to the brief was a through-the-line campaign, Die Burger's first in many years, using radio commercials and stings, print advertising, static billboards, mobile billboards, bus shelters, online banners, and direct mail as well as newsletters and other elements of internal communication.

The 'big idea' woven into the creative treatment for all media types is 'get people talking about issues - invite readers to join the debate'. For example, the mailer to the media planning departments in advertising agencies comprises two cups and saucers because the creative team wants people to talk amongst themselves and not just have a cup of coffee on their own.

New through-the-line campaign for Die Burger from FCB Cape Town

"Die Burger empowers its readers with superior quality journalism to enable them to have an informed opinion of their own. The various executions in the campaign challenge readers to form their own opinion," said FCB Cape Town client service executive, André Beyers.

"The subjects are burning issues around which people are already talking - but do they have an informed opinion and could they debate the issue in an intelligent manner? Only if they are Die Burger readers," he said.


New through-the-line campaign for Die Burger from FCB Cape Town

One of the examples features a food parcel; its copy discusses the HIV/AIDS pandemic how it can be combated. Another features a picture of guns and debates the issue of illegal arms dealing and the right to bear arms; another a shark to highlight the debate around Great White attacks; and yet another the Koeberg Nuclear Power Station to draw attention to the issue of the safety of nuclear power.

Added Beukes: "As the campaign unfolds, more controversial topics will be unveiled and should generate significant public comment. For example, a smallish tactical element published in Die Burger generated over 700 responses in just two days.

"This comment and future comments are welcomed by Die Burger as our positioning - Praat Saam - states that we are the Western and Eastern Cape's biggest advocate for healthy, rational and most importantly, informed debate," he said.

The campaign breaks in November and will run for at least six months. Given the varied target audiences, there are both English and Afrikaans executions.

New through-the-line campaign for Die Burger from FCB Cape Town
New through-the-line campaign for Die Burger from FCB Cape Town
New through-the-line campaign for Die Burger from FCB Cape Town


Editorial contact

C-Cubed Communications
Petra Peacock
(011) 794-4665

1 Nov 2006 14:18

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