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

Sony Mobile - Sony Run Your Way

How Sony drove product consideration and improved brand awareness by teaming up with the Guardian and Time Out for a fitness focused partnership.

Challenged with driving consideration of Sony's Xperia Z3, Z3 Compact & Smartwear products, MediaCom identified two key audiences, 'tech aficionados' and 'young urbanites'.

With both groups wanting to improve their fitness but lacking the time, the campaign set out to make running more accessible and fun by utilising the key feature of Sony smartphones - the low light camera

By partnering with the Guardian and Time Out, Sony's campaign story was told in a credible way, with group running events forming the heart of the activity and creating the content that fuelled the partnership system.

The Guardian took the events to a national audience and dialled up the fitness focus using their established Fitness section, while Time Out offered a wealth of expertise in London events and relationships, such as running clubs Run Dem Crew.

Three low light running events were created in association with Run Dem Crew, where members were given an Xperia Z3 and became brand advocates for the duration of the event. Editorial teams attended, resulting in print and digital features in Time Out and the Guardian.

Other activity included: running focused articles in the Guardian's Weekend and Do Something supplements and on a bespoke online hub; a display takeover of the Guardian's running section; video content to drive deeper engagement; and co-branded cover wraps of the Guardian and Time Out.

Key findings

  • Consideration and brand awareness of Sony Xperia increased by 45% and 26% respectively
  • Favourability towards Sony Xperia more than doubled after users had been exposed to the campaign
  • Respondents were seven times more likely to identify Sony Xperia with fitness post campaign

MediaCom’s idea to create a series of low light running events was a fantastic way to showcase the Xperia Z3’s superior low light camera and Sony Smartwear features. The events, powerful photography and content highlighted our product features to an engaged audience in a credible way and ensured the campaign objectives were achieved.

Dominic Gains, head of brand communications, Sony Mobile UK

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