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

Dacia – World Cup 2014

How Dacia partnered with The Telegraph during the World Cup to drive brand awareness and spread its anti-frivolity message.

The 2014 World Cup in Brazil was widely regarded as one of the best tournaments ever on the pitch – from Germany's glory to Luis Suarez' shameful departure, it was full of memorable events. Through their ever-increasing number of platforms, newsbrands were able to ensure that it was also the most extensively covered World Cup off the pitch too.

Newsbrands remain such a trusted environment for sports content, so it was a perfect time for Dacia to utilise this opportunity to add its own unique perspective on the beautiful game. Since the brand's arrival in the UK in 2013, Dacia has always strived to 'Break the Rules' of the more established car manufacturers and as such has become synonymous with tongue-in-cheek contextual messaging.

Dacia teamed up with The Telegraph for an integrated campaign that ran across all of the newsbrand's platforms as the anchor partner for its World Cup coverage, from being the solus advertiser in the 32 page preview supplement, to sponsoring Henry Winter's World Cup daily email.

Key findings 

  • 60% of those who read The Telegraph’s World Cup coverage recalled seeing the campaign, well above The Telegraph average of 41%
  • 35% of those that recalled the campaign recognised that Dacia was the brand associated with the feature against a Telegraph average of 28%
  • Those who saw the campaign were 54% more likely to feel positive about Dacia and 19% more likely to consider purchasing a Dacia
  • 47% of all those that recalled the campaign acted upon it. From entering the competition to talking about Dacia to friends and family

The frequency and the contextual placement allowed us to get across the simple, honest, down to earth DNA of the brand. Working with our creative agency Publicis, we could also be reactive to the key stories that transpired during the tournament. Talking points such as the Suarez ‘bite' and England's untimely exit were opportunities to communicate our view and therefore our identity.

Ed Preston, brand communications manager, Renault UK

Dacia we do the maths

Dacia - We did the maths

How Dacia partnered with the Telegraph to form the backbone of its UK launch

Kia power to surprise

Kia - Power to surprise

A partnership between Kia and The Daily Telegraph to drive conversation and action

Vauxhall Retail

Vauxhall Retail

Vauxhall ran a cross-platform campaign with the Telegraph in order to prove the power of newsbrands

Car advertising brochure

Car advertising

An essential guide for agencies and advertisers

people interested in football

Fast Fact

Newsbrands reach 9m people interested in football every day


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