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

Subaru – Outback Extreme Review



























How Subaru increased consideration and changed brand perceptions with a 10 week, cross-platform newsbrand campaign.

Despite Subaru Outback owners loving their vehicles, the brand was receiving negative reviews in the automotive press as it was being assessed on the wrong criteria - the SUV is designed for the country, not the city. This was Subaru's biggest obstacle when faced with launching the new Outback into a highly cluttered and competitive SUV market.

To shift perspectives, Subaru took matters into their own hands and launched 'The Extreme Review', with the The Telegraph and 'The Stig' Ben Collins, to review the vehicle on its own terms.

With a target audience of upmarket, 45+ males, the campaign included three long-form videos with The Stig, print wraps of The Telegraph's Weekend section, high impact digital display formats and native placements to deliver users to a campaign hub.

Results

  • Models which featured heavily in the videos sold out
  • Post campaign research revealed a change of opinion and increased awareness amongst Telegraph readers and also encouraged them to find out more about the Outback

The campaign we undertook with The Telegraph provided the core marketing platform behind one of our most successful product launches of the past few years. With rich and engaging content at its heart, the campaign demonstrated just what makes a Subaru "unlike any other car" in a way that felt more like a Top Gear filmic review than standard automotive appraisal.”

Bianca DeBono, group marketing communications manager, Subaru

Get in touch

Newsworks
120 Charing Cross Road
London
WC2H 0JR

Phone:
020 7839 8935

Email:
info@newsworks.org.uk

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