Client: Finansavisen
Sector: Media & Communications
Services: Advertising & Campaigns

One idea to rule them all

Finansavisen is one of Norway’s most influential business newspapers. The publication provides its readers with editorial depth and concrete insight into a complex, highly competitive landscape.

When brand, journalism and curiosity converge into one single idea, it starts to look like strategic branding. And that pays off.

Strategy

Finansavisen holds a clear position in the market: in-depth financial journalism combined with tabloid headlines that provoke reaction and engagement. The strategic ambition was to turn this distinctive strength into a long-term, brand-building and sales-driving campaign concept.

The objective was not to explain what Finansavisen is, but to amplify its distinctiveness, increase mental availability, and tie the brand even more closely to the news experience itself.

By building on the newspaper’s own editorial mechanics, we developed a concept that is relevant, instantly recognisable, and difficult to replicate.

Idea

What the Fa…? is a communication concept built on real headlines from Finansavisen, using “Fa” as an active linguistic device. “Hvem Fa…?”, (Who) “Hva Fa…?” (What) and “Hvor Fa…?” (Where) mirror the reader’s immediate reaction to the news agenda – and point directly back to where the answers are found: in Finansavisen and on FA Direkte.

By combining the paper’s own tone of voice, the iconic Fa logo, and a simple, distinctive visual expression, the brand becomes an integrated part of the message – not an add-on.

Result

The true value of the campaign lies in several dimensions. The concept can only be owned by Finansavisen (the Fa icon and Fa-TV and URL) and delivers immediate recognition across all channels – both visually and verbally. Its flexibility allows for continuous updates using the newspaper’s own headlines, keeping the campaign perpetually relevant.

The variation is broad, balancing humour, sensation, curiosity and serious journalism. Just like Finansavisen itself. On brand, all the way.

The result? Worth a headline of its own.

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