On August 20th, 2013 Al Jazeera America launched a cable news channel in the U.S., with the promise of bringing a new level of depth and unbiased reporting to domestic news. The challenges were many: build awareness for a brand that is unfamiliar to the U.S. audience, carve an ownable position in an already saturated cable news marketplace and overcome consumers’ deep rooted perceptions that extend far beyond the Al Jazeera America brand. Based on the insight that there is a large audience tired of agenda-driven coverage and hungry for “real news”, MAUDE, in conjunction with Al Jazeera America and its partner agencies developed a campaign to face the challenges head on.
Just as great journalism challenges assumptions, our strategy was to inform consumers that there’s more to news, and more to Al Jazeera America through the platform ‘There’s More To It’. The integrated campaign featured portraits of news consumers captured by renowned photographer Martin Schoeller, contrasting the current state of news with the Al Jazeera America promise, and TV/digital showcasing the diverse viewpoints and human stories expressed through Al Jazeera America’s coverage of the news.
The national launch campaign resulted in over 1.3 billion media impressions and an appreciable increase in consumer awareness in just a few weeks.