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

Paddy Power – Yes we Vati-can!

Paddy Power, in partnership with M2M, launched a campaign reacting to the Pope standing down, which aimed to maintain its ‘mischief making’ mantra.

When it became clear that there was going to be a big story breaking about the Pope, Paddy Power wanted to make sure it was the first bookmaker on the scene engaging in paid-for media and PR activity, as well being the first to offer odds on the next candidates.

A short-term press campaign was run, offering money back if the next Pope was black.

Press was chosen as the perfect environment for the topical campaign and the objective was simple – use Paddy Power's core betting titles to drive business through the offer and use the creative message in wider titles to drive conversation and provoke reaction.

The newspaper campaign was accompanied by social activity and a stunt – former NBA star Dennis Rodman conducting TV interviews in St Peter's Square wearing a Paddy Power baseball cap – to help make the campaign newsworthy to a global audience.

Key findings

  • The campaign resulted in 7,514 print and online articles, reaching +170 countries
  • 20,000 bets were places
  • There were over 20,000 social interactions

When we decided to run an Obama-esque campaign (‘Yes we Vati-can’) offering money back if the next Pope is black, press was our first port of call for the paid for activity. We already knew the strength of our core titles in converting sportsbook bettors but we wanted to take this campaign further. We managed to strike a balance between core titles and commuter titles, allowing us to drive both sound business results and high levels of conversation.

Michael Afflick, brand manager, Paddy Power

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