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 Pictures – Spectre: Nobody Does it Better



























Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.

Compared to Skyfall, the UK's highest grossing film in 2012, Spectre lacked the support of the Olympics and the Diamond Jubilee that saw Bond jump out a helicopter with the Queen at the London 2012 Opening Ceremony. With the new Bond instalment, MGOMD needed to find new ways to fuel the hype and convince older audiences to see the new release in the cinema.

Sony Pictures and MGOMD chose to partner with The Telegraph because of its trusted environment, quality and appeal to the ABC1 demographic (72% of Skyfall's audience).  

The partnership lasted from 26 September to the film's release on the 26 October. During the 30 days, the feature ran across both print and digital including supplements and a 10 page Spectre reverse cover on 17 October. This activity was supported by a competition where readers could win Bond themed prizes. The Telegraph also streamed the world premiere live on their homepage – it was their biggest ever Culture Live Stream.

Results

  • The online content generated over 1.4 million users
  • The completion saw over 50,000 entries – double the usual benchmark
  • Over 70% recalled the campaign - The Telegraph's highest ever recall rate for a brand partnership

Every time there's a new Bond film it's always the most anticipated release of the year. The Telegraph provided the perfect platforms for us to generate excitement ahead of the release and the partnership more than delivered both in terms of their execution and the results achieved.

Stuart Williams, marketing director, Sony Pictures

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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