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

Age UK - Spread the Warmth

Age UK ran a Spread the Warmth campaign, in partnership with Manning Gottlieb OMD and The Telegraph, to highlight how its services help the elderly during the winter.

Winter is a tough month for the elderly trying to battle with the cold weather and for Age UK trying to cut through a cluttered market.

The Spread the Warmth campaign was launched to highlight how the cold can affect the elderly and how Age UK's services can help.

The solution was to cover wrap the Telegraph Magazine using heat sensitive thermal ink to engage readers and encourage donations at a time when the cold weather was biting most.

This was only the second ever time the magazine had been wrapped and demonstrates massive innovation in the print market through the use of heat sensitive ink.

Key findings:

  • The wrap led to 910,000 donations from Telegraph readers
  • 50,000 information packs were downloaded from the website (+52% year on year increase)
  • Online donations were up 625% from a younger audience
  • The cover wrap led to Age UK's most successful donation drive ever

The Age UK Spread the Warmth campaign is our biggest fundraising campaign throughout the entire year. It touches every single part of our business and it is very important to us. Having a piece of collateral like this to launch the campaign with is very exciting. The heat sensitive thermo ink had a fantastic response from everyone internally.

Age UK

Cancer Research UK We Will

Cancer Research UK - We Will

How CRUK partnered with The Telegraph to deliver inspirational content to drive involvement and donations

Tesco Mobile

Tesco Mobile - 4G at no extra cost

How Tesco Mobile took a flexible approach to planning to ensure its campaign appeared alongside relevant editorial about the new iPhone 6

Get in touch

120 Charing Cross Road

020 7839 8935


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never