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

Paddy Power – Metro 'Rainbow Laces' edition



























For the first time Metro dedicated a whole edition of the paper to one campaign, supporting Paddy Power's mission to tackle homophobia in football.

With 70% of football fans who've attended a match having heard or witnessed homophobia, the challenge was to raise awareness and create a positive change by getting as many brands as possible involved.

Every professional footballer in the UK was sent a pair of Rainbow Laces and asked to lace up in support, while Metro provided the ideal platform for brands to follow suit.

From Premier Inn to Google, over 50 brands came together for the special edition, with many creating bespoke ads and Metro customising its masthead for the day.

The activity generated huge buzz on Twitter and results show less people attending football matches consider homophobic chanting to be banter, making this campaign a brilliant example of the power and influence of print.

Results:

  • With a total of 51 brands getting involved and paying for their own advertising, 91% of Metro readers agreed that "seeing brands like this working together makes the message very powerful"
  • 75% of professional footballers wore the Rainbow Laces
  • The number of people attending live football matches who think homophobic chanting is 'banter' decreased by 15%
  • #rainbowlaces was used over 70,000 and trended on Twitter for seven hours post-publication
  • 100,000 people requested a pair of rainbow laces

This campaign really stood out because it concentrated on generating saliency for the readers by weaving the creative message with editorial. It focused on the campaigning ability of the newspaper environment and galvanised a group of advertisers, getting them to back a single big campaign idea.

Grant Millar, ZenithOptimedia Worldwide

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