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

Sky Switch and Save

How MediaCom demonstrated the ease of switching to Sky's unlimited broadband through a mass scale campaign using clever and relevant copy.

The objective for Sky was to drive short term sales by persuading active and dormant Sky consumers to upgrade and switch to Sky Broadband, and new customers to switch and buy Sky Broadband as a standalone. 

Activity was targeted at ABC1 families, with a focus on those with BT broadband, a significant number of which could be reached through a broad range of newspaper titles. 

The campaign featured on consecutive right hand half pages and consecutive right hand vertical strips in national press to demonstrate how 'switching is as simple as turning a page'. 

The campaign was a huge success for Sky, beating sales and upgrade targets. 

Key findings

  • Over the quarter Sky Broadband Press beat its targets, achieving upgrade switches to Sky Broadband as well as standalone sales
  • Overall upgrades increased 11% year on year January-March 2013

The Switch and Save campaign was about conveying the ease of changing your broadband provider to Sky, and so MediaCom looked at clever media executions to exemplify this. The print element of the campaign was a simple, yet novel way of highlighting this switch message and the ease of it: through the use of consecutive right hand formats, we were able to create bespoke messaging that resonated with our audience, and that successfully demonstrated the switching philosophy. As easy as turning a page!

Carli Farmer, brand marketing controller – communications, British Sky Broadcasting

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