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

Dixons Carphone – Black Friday

How Dixons Carphone created a media roadblock in a bid to dominate Black Friday.

Black Friday is now a well-known shopping day in the run up to Christmas. Currys PC World wanted to dominate the noise and activity in the run up to the big day and decided to use newsbrands as part of a media mix to gain attention, cut through the clutter, display information and influence consumers.

The mass marketer retailer was keen to capitalise on the Black Friday trend, creating a 'Black Tag' event, which ran from Black Friday through to Cyber Monday.

The campaign whipped up excitement in the run up, without revealing the Black Friday deals, and kept up momentum across the whole weekend.

One of the key elements of the multimedia campaign was a takeover of The Sun, reaching ABC1 adults over a three day period.


  • Currys PC World enjoyed its largest ever sales day on record
  • The Sun delivered very high attention and recall (74% prompted; 57% spontaneous)
  • 26% of The Sun readers spent more than 10 seconds reading the ads

Black Friday was our most successful shopping day on record. The Black Friday media strategy delivered by BLUE 449 was fundamental to our success. Newsbrands allowed us to harness attention on the morning of Black Friday and drive a mass short term sales effect. The innovative Sun takeover really packed a commercial punch and we are looking to expand this strategy.

Ian McGregor, marketing director, Currys PC World

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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