OLIVER creates Berlin experiential activation to promote Guardian international magazine

Charlie Spargo's picture
by Charlie Spargo

The Guardian is hoping to target new readers for its global magazine Guardian Weekly, with a series of street placements around Berlin, powered by OLIVER.

The in-housing agency has created experiential activations in Berlin for the magazine, which encourage bypassers to take complimentary copies, using some of the most iconic covers from the last 12 months.

Guardian Weekly relaunched in 2018, and since then Germany has become the most successful market for the title, showing a growth in uptake of 54% since the relaunch.

Kate Davies, Director of Brand and Awareness at The Guardian, said: “The Guardian is in a terrific position to introduce and amplify our global news magazine which reflects our independent, unbiased journalism to a European audience.

“Working with OLIVER, we’ve built a flexible and dynamic way of working to deliver brilliant creative campaigns like this Berlin experiential for Guardian Weekly.”

Sam Jacobs, Creative Director at OLIVER, said: “Our response presents the magazine in a dramatic way, inviting bypassers to arm themselves with the facts behind the most important global issues and be inspired to take action.

“OLIVER is the only company in the world to exclusively build and run in-house agencies for brands. We pride ourselves on delivering strong creative results in fast-paced environments. Our proximity to the Guardian team means we can be agile, and our understanding of the brand enables us to scale up or down depending on business needs.”