Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

MINI – MINI Mischief and Horseplay

How MINI used topical sports content to drive relevancy among its young, male audience.

The MINI marketing objective was to increase relevancy among young men. A key brand facet of MINI is that it comes across 'like a friend'. Humour is one of the simplest ways of achieving this relationship with an audience. MINI already performs well in this area and has a long standing heritage of 'fun', so the objective in 2014 was to maintain and build on this through taking advantage of relevant tactical opportunities.

This year, there were two campaigns built around sport – specifically horseracing and motoring. MINI took advantage of the extensive content in newspapers around one of the biggest events in the sporting calendar, the Grand National, to deliver its fun message: a full page ad with the playful line, "More Horses than Aintree".

The brand was more nimble when it heard that Sun Motoring editor, Ken Gibson, was retiring. MINI marked the last edition of long-serving editor with another responsive ad, joking "Don't waste your pension on a Golf Ken!"

In both cases the ads ran alongside relevant editorial, highlighting MINI's fun personality in a key context for its sports-oriented, predominantly male audience.

Key findings:

  • While it is not possible to exactly isolate the specific impact made by the newsbrands in this instance, male ownership increased by 5% YOY. It is not possible to directly attribute this to the two tactical campaigns but it can be assumed that they contributed to the wider MINI activities in 2014 which collectively delivered this

Car advertising brochure

Car advertising

An essential guide for advertisers and agencies

MINI - MINIstry of Finance

MINI - MINIstry of finance

How MINI used topical press ads to position itself as a fun and playful brand

BMWi3 Supercharging influencer

BMW - Supercharging influencer opinion

How BMW partnered with The Telegraph to reach an audience of 'opinion formers'


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