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

Hiscox – ESI Media: Where product meets passion



























Hiscox's Home Insurance collaborated with ESI Media to become the first Official Arts partner of the Evening Standard.

Offering a high end insurance product that's tailored for a very particular audience - high net worth individuals with high value homes and high value contents within them - Hiscox wanted to communicate that their policy uniquely protects the things the audience loves.

To do this, Hiscox became the first ever Official Arts Partner of the Evening Standard. With the Evening Standard's readers sharing many interests with Hiscox's audience, the collaboration covered a range of its audience's passions and drove implicit and explicit associations with Hiscox through a constant flow of multiple platform activations across the Evening Standard's Arts coverage.

The campaign used print to complement the quality of environment with the quality of the product. Online activity included high impact advertorials, daily signposting and logo accreditation, while a purpose built 'Online Arts Channel' took the form of a beautifully designed hub hosting weekly bespoke native articles around key passion areas, created in collaboration with ESI editors.

Results

  • Average time per visit on the Arts Channel was 215 seconds, beating the ESI benchmark of 50 seconds
  • An average of 2.43minutes has been spent with the native articles, again beating the ESI benchmark by 21.5%
  • 68% rated the brand fit 'good or excellent'

The Evening Standard Arts partnership not only represents a brilliant distillation of our passions-based strategy, but the content that it has created has been between widely and enthusiastically consumed by their readers, and had a strong effect on our brand in a small amount of time.

Hiscox

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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