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

Vodafone – Print sells

How Vodafone UK used print to shift brand perceptions and generate more sales.

While consideration for Vodafone was steady, its likeability and brand differentiation was in decline. Shifting these brand perceptions and getting more contracts was the aim of the campaign.

Econometrics showed print to be a highly effective means of driving sales both online and offline, while MEC's planning tool showed that Vodafone's audience index highly against newsbrands. On this basis, Vodafone increased investment in print to grow share of voice, allocating 86% of its budget to print.

Vodafone's print plan contained multiple strategies including a long-term partnership with Metro to drive and sustain consideration of Vodafone over the course of the year, by appealing to its audience in a relevant technology environment.

In addition, tactical opportunities such as The Late Night Standard partnership with ESI Media launched Vodafone's new broadband offering; a first in public transport, media and the telco sector. The cross-channel opportunity united press with experiential, OOH and digital activity.

Overall, newsbrands have given Vodafone access to the unique opportunities, value and scale to deliver an annual plan that not only performs in terms of brand objectives and sales, but also differentiates Vodafone in a highly competitive sector.

By continuing to invest in this channel, we have also managed to utilise some great partnerships, giving even more opportunities to increase consideration and awareness of our propositions.

Katherine Antrobus, marketing manager, Vodafone UK

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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