Vi är de nyfikna

Svenska Dagbladet

Vi är de nyfikna – We are the curious.

Svenska Dagbladet is the second largest national online and print news media in Sweden. It is well known and beloved by its audience, but in order to stay relevant, it needs to change the perception on the market. As the challenger brand, SvD needed to differentiate on more than just news.

We identified the need to grow a younger, more cosmopolitan audience. 

This campaign targets younger (under 40 yos.) urbanites. It speaks to their curiosity and their many interests. Never satisfied, never resting, this group is always looking for the latest and newest thing, for more information, for more inspiration.

For our main campaign film, we gathered groups of representatives of the target audience, journalists and a group of semi well-known influencers representing key areas of interest for our target audience. All of the being part of one big family, they all came together in our main campaign film, which ran on digital as well outdoor screens. Each group also had a separate campaign visual that we ran outdoors in the Stockholm metro, on buses and other OOH spaces.