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

Dacia - We did the maths

Dacia, in partnership with Manning Gottlieb OMD and The Telegraph, ran a high impact newspaper campaign to form the backbone of its UK launch. 

The use of newspapers formed the backbone of the Dacia UK launch. By tapping into the unique relationship between reader and newspaper, there was the opportunity to drive a deeper dialogue with a predisposed audience, educating them on the car's benefits.

By launching with a high impact newspaper campaign, the ambitious pre-order targets were hit before the car had even launched in the UK.

Activity included a competition to win a Dacia, publicised via a front page sticker on The Telegraph on the day of the launch, a semi-cover wrap of the paper, sponsorship of the Sudoku and crossword page in The Telegraph for an extended period (as the audience for the car were crossword enthusiasts) and a cover wrap of the Telegraph 'Weekend' section.

Also, half page advertorials in the 'Weekend' section continued for three months.

Overall it was a hugely successful campaign, doubling the success rate of any motor partnership with The Daily Telegraph to date. The ambitious pre-order rate was surpassed and the results can all be attributed to The Telegraph as this was the only media activity.

Key findings:

  • The campaign encouraged 38,000 competition entries
  • There were 15,114 brochure and email opt-ins
  • The pre-order rate was surpassed in the first month
  • 77% of pre-orders were from the target age range 40+ ABC1

The Telegraph partnership launched with a great impact takeover of the paper. Front page presence with the scratch pad was a unique way to communicate the unique price proposition of Dacia. The partnership brought us a good volume of commercial leads and the consistent presence allowed our target audience to grasp the brand identity of Dacia.

Ed Preston
Renault UK

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