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

Peugeot - Hero Brands

In partnership with OMD, Peugeot used tablet advertising to showcase its cars and engage with a premium audience.

Peugeot decided to use tablet advertising for the first time to showcase its cars in an engaging environment, on a platform that offers users interactive content.

The Hero Brands campaign aimed to target a premium audience via newsbrand titles, which were chosen due to their ability to engage and drive desirability.

The activity ran across a number of tablet formats, including The Times, The Sunday Times, the Guardian, the Observer, The Telegraph and Mail Plus.

The campaign allowed users to engage with the interior and exterior of the car and prompted users to find out more via the Peugeot website.

Key findings:

  • Total impressions delivered for the RCZ model - 612,712
  • Dwell times were positive for RCZ, peaking at 9 seconds
  • The RCZ campaign achieved a 2.35% CTR
  • Total impressions delivered for the GTi model - 798,100
  • Engagement was strong for the GTi, peaking at 8.5 seconds
  • CTR for GTi was 2% across the campaign

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