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

Specsavers: Should’ve gone to Specsavers

Specsavers and Manning Gottlieb OMD turned a campaign around within 24 hours, responding to Chelsea footballer Eden Hazard kicking a ball-boy.

On 23 January 2013, Chelsea footballer Eden Hazard was sent off in the Carling Cup semi-final after trying to retrieve the ball from a ball-boy and kicking him in the process, provoking huge reaction in media and across social networks.

Specsavers wanted to turn around an ad by the 25 January, poking fun at the incident for its 'Should've gone to Specsavers' campaign.

Utilising Specsavers' in-house design and creative team, tactical ads ran across newsbrands' print and online platforms on 25 and 26 January, underlining the difference between a ball and a ball-boy.

Full-page ads ran across newspapers and premium online placements such as leaderboards were used to achieve maximum standout. Online activity featured on the main news and sports sections to ensure the 'topical' and 'most read' areas were covered.

We're constantly on the lookout for great 'Should've gone to Specsavers' moments and I'm always amazed at the speed in which our creative team and media agency are able to react to incidents like this. They've worked closely together with the marketing department to ensure this campaign hit newsstands in time.

Richard Holmes, marketing director, Specsavers

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