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

HBO - Game of Thrones



























How a tablet focused campaign in newsbrands generated Game of Thrones blinkbox sales

Never before has HBO been able to advertise the day after a Game of Throne season has ended. Due to stipulations from Sky, all previous advertising had to commence 30 days after the final episode ended. However, due to a change in restriction from Sky, this campaign allowed HBO to be active during the epitome of the social buzz surrounding season four's finale. The objective was to prompt a very specific action - to drive consumers to purchase Game of Thrones digital edition via blinkbox.

The plan involved delivering Game of Thrones' well-known brand imagery in disruptive and interactive tablet formats in newsbrands. By coupling the creative execution with a very overt click to buy message, consumers were able to engage with the ads. Commercial activity was at the heart of the conversation, but more importantly it generated measurable interaction and a tablet only solution represented a first for the client.

The campaign received excellent results in terms of click through and dwell time, driving electronic sell through sales directly.

Key findings

  • The campaign achieved the 2nd highest click through rate of any Metro tablet ad as well as a lengthy dwell time
  • It also recorded a higher than average click through rate and dwell time (+5 seconds) on The Daily Telegraph
  • Week one sales for blinkbox showed a 200% increase on Season 3 in 2013; which in turn was their biggest TV release to date

Tablet advertising the key metrics

Tablet advertising: the key metrics

First-stage industry norms for tablet advertising

The Taste

Channel 4 - The Taste

Winner of the Tablet award at the Newsworks Planning Awards 2014

Tablet newsbrands weekly

Fast Fact

4.5 million people read newsbrands on their tablet each week

 

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