TV3 News Summer Campaign
In the summer of 2025, TV3 Uudised faced a familiar challenge: how to keep viewers engaged during the slow news season, when the news cycle tends to quiet down and ratings typically drop. At the same time, this was also an opportunity. Estonia is full of communities whose stories often go unnoticed – and those are the stories that deserve to be highlighted.
The goal of the campaign was to bring TV3 Uudised closer to the viewer – both emotionally and physically. The focus wasn’t solely on boosting ratings, but on reshaping the brand image. TV3 Uudised set out to show that their coverage goes beyond the capital, reaching smaller towns and communities across Estonia. We aimed to strengthen the sense of local connection, encourage people to engage more actively with the news, and invite them to share the valuable stories of their communities.
How?
The core idea of the creative concept was that a television isn’t just a screen – it’s part of the home, part of everyday life. The slogan “TV3 Uudised – At the Heart of Your Home” gave the campaign both emotional and visual depth. The living room – the space where families spend time together – is where the TV is on. It’s also where a large part of our contact with the news happens. That’s exactly where TV3 needed to bring its message.
The campaign was executed in two phases: a pre-campaign and the main campaign.
The pre-campaign focused on engaging local communities. Through Meta ads, we invited people to share stories from their hometowns. The visuals centered around the message “In my hometown, there is…” supported by various illustrated styles of televisions and living rooms. This visual diversity allowed us to speak to different tastes and target groups – from traditional countryside homes to modern urban apartments and other symbolic interpretations of “home.”
The main campaign visuals highlighted a summery atmosphere – daisies, warm tones, and fresh visual treatments. The news anchors were placed inside TV-shaped frames, with backgrounds revealing iconic views from four Estonian cities: Rakvere, Viljandi, Tartu, and Pärnu. This grounded the news in real, recognizable locations, reinforcing the idea that TV3 is present not only on screen but in communities across the country.
In addition to visuals, a TV commercial was produced in which a news anchor appeared in someone’s backyard at the very moment they recognized their own home on the TV3 screen. This narrative was extended into a radio spot as well, ensuring consistency and a unified storytelling approach across all channels.
Results
The pre-campaign exceeded expectations – the TV3 Uudised inbox quickly filled with stories from people across the country, clearly showing that the audience was eager to give more visibility to their hometowns and communities. The call to action “In my hometown, there is…” served as an emotional trigger, giving people a chance to share their own narratives.
Audience response was warm and immediate. Social media was filled with comments like “That’s my home!” or “Finally, they’re talking about us too!” Early post-campaign analysis showed positive growth in both brand perception metrics and engagement levels. While final numbers were still being gathered, initial feedback already indicated an increased interest from regional audiences.
Perhaps most importantly, there was a significant shift in brand perception – TV3 Uudised was no longer seen as a channel focused only on major cities, but as a truly national news source that listens to and reflects the voices of all of Estonia.
If you feel your brand is ready for a fresh perspective, a new spark, or a powerful narrative that connects with people both emotionally and visually – Vaas Agency is here to make it happen.
Our team will think alongside you, craft a thoughtful campaign strategy, and bring it to life across digital, outdoor, TV, or social media.
We don’t just create ads – we build meaningful campaigns that resonate deeply with audiences.
Get in touch, and let’s bring your story to the place where it truly connects.