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

SEAT - Mii time

SEAT connected with its target audience through a cross-media partnership with the Mail and MediaCom.

The 2012 objective for the SEAT Mii was to raise awareness and drive leads, defined by interactions on the SEAT website.

The creation of 'Mii-time' targeted 45+ ABC1 women (active newsbrand consumers) who had more time and money to indulge in their own interests once their children had left home. The activity sought to associate the car with these new occasions and convey the message that the low running cost of Mii would leave them more money.

Sponsorship of the 'Going out vs. Staying in' section of The Mail on Sunday's Event magazine and a facing page advertorial entitled: 'How do you spend your Mii time?' was accompanied by online activity, where readers could respond to the question in order to win 'Going out' or 'Staying in' prizes. Online ads on MailOnline helped to ensure an effective campaign.

The campaign delivered a number of positive results, including developing a contacts list of people for Seat to re-contact.

Key findings:

  • The activity drove a 32% increase in test drives
  • There was a 106% increase in website visits while the newspaper campaign was live
  • There were 3,862 entrants to the competition
  • 30% of entrants opted-in for future Seat communications

The Mii Time campaign with The Mail on Sunday not only delivered on the ‘softer’ brand metrics, it also proved the commercial value of developing brand partnerships - above and beyond traditional display advertising. It is something we are really proud of as an extended marketing team - by that I include our agency partners - and something we look to build on in the future.

Andy McGregor, communications manager, SEAT

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