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 - The Late Night Standard

Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.

With the Evening Standard reaching over 700,000 of Vodafone’s ‘shop smart’ target audience, the exclusive takeover was a perfect alliance from a messaging perspective: freeing London travellers of restricted tubes and freeing them from paying unnecessary broadband costs. The aim was to use a unique disruptive platform to allow Vodafone to connect with its audience alongside the entertaining content they want to consume. 

The 36-page ‘Late Night Standard’ blended editorial, branded content and tailored display formats across both print and digital. Vodafone’s eight-page content piece was made up of entertaining and tailored collaborations with Now TV, Sky Sports, Spotify and Future Breakers. 

Using ESI Media’s army of vendors, 80,000 copies of The Late Night Standard were distributed from 8.00pm on the evening the night tube opened, at key commuter stations in zone 1.     


  • This media first meant MEC, Vodafone and ESI Media were able to embrace a key moment in history
  • 95% of people loved the idea of The Late Night Standard
  • 90% of people said they would get it again if there ever was one
  • 68% said they will probably keep the Late Night Standard and refer to it again

We were delighted to have partnered with the Evening Standard to celebrate the night tube opening for our customers travelling through London. Our network is always ready for our customers, now the tube is too. We also wanted to be part of the momentous occasion and therefore celebrating the launch was an obvious choice.

Caroline Welsh, head of marketing and communications, Vodafone

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