New campaign Trouw: What is an opinion worth without insight?

Daily newspaper Trouw exposes the court of public opinion in a contemporary way

04 SEPTEMBER 2015, AMSTERDAM
Samenvatting
Daily newspaper Trouw is launching a new campaign: ‘What is an opinion worth without insight?’ The campaign follows the earlier campaign ‘Ode to Doubt,’ which was launched in 2013. Trouw developed both campaigns with advertising agency KOKORO Amsterdam.

Daily newspaper Trouw is launching a new campaign: ‘What is an opinion worth without insight?’ The campaign follows the earlier campaign ‘Ode to Doubt,’ which was launched in 2013. Trouw developed both campaigns with advertising agency KOKORO Amsterdam.

Rik Heijmen (Strategy Director, KOKORO) explains: ‘Trouw delves deeper, for people who know that nothing in the world is simply black and white. At the same time, we observe a trend - mostly on social media - that people judge more often and more harshly. It’s as if there is no room for doubt. Trouw uses this to lead public debate about the value of deeper insight and the speed with which we draw our conclusions and formulate our judgements based on news reports.

Real people take the lead
Wouter Vanhaeren (Creative Director: Art, KOKORO): ‘This gave us the idea to make commercials in which real people read out blunt social media messages about a topic that affects them personally.’ ‘The commercials conclude with the message: ‘What is an opinion worth without insight? Because when you seek the truth, you need the courage to doubt. Trouw, most likely the best newspaper in Holland.’

The commercials are all made with real people who were selected by a research company specialising in real stories for media communications. Merlijn Van Vliet (Creative Director Copy KOKORO): ‘With a special campaign comes a special approach. Almost all the commercials were recorded in one take because the first takes captured the person’s emotions most authentically.

Mean Tweets
The form of the idea is based on Mean Tweets. This is a popular item from an American TV show hosted by Jimmy Kimmel where celebrities read tweets about themselves. In contrast to the American Mean Tweets, where humour predominates, Trouw’s commercials are deadly serious and expose the court of public opinion in a contemporary way. They’re confrontational, but do not pass judgement themselves.

Editorial content in ‘De Verdieping’
The TV commercials are supported by radio and print advertisments. Every Saturday, an extensive background article about the campaign’s featured topics will appear in Trouw’s daily supplement ‘De Verdieping’ [‘The Insight’], in which the main characters also get to have their say. Florianne Harmsen (Marketing Manager, Trouw): ‘Trouw readers delve into topics such as these in order to form a considered opinion. In this case, it has worked both ways: The concept of the campaign itself served as inspiration for the editors in their selection of the news stories that are essential for the argumentation of this campaign.

TROUW/ PERSGROEP TEAM:
Marketing manager: Florianne Harmsen
Project manager: Joanne Zijlmans
Editor-in-chief: Cees van der Laan
Commercial director: Erik Roddenhof

KOKORO AMSTERDAM TEAM:
Strategy: Rik Heijmen
Creation: Merlijn van Vliet, Wouter Vanhaeren
CSD: Frieda Ulsamer de Waard
Project manager: Valery Story
Research: Verhalenbank Story Supply
Film production: Mike TeeVee
Direction: Hugo Keijzer
Camera: Robbie van Brussel
Production: Inge Zoete & Ellen Utrecht
Audio production: Big Orange
Voice-over: Barry Atsma


About KOKORO Amsterdam
KOKORO Amsterdam is an independent advertising agency that believes that consumers choose with their hearts. Kokoro is Japanese for ‘heart, head and mind.’ KOKORO connects the hearts of brands with the hearts of people.

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