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

Ford – WARP an insight into the future of tech, brought to you by Ford Focus

Ford launched a digital magazine with Metro to explore the future of technology and launch the Ford Focus in a unique and innovative way.

With lack of growth within the market and fierce competition, Ford needed to build a desire around the new Focus - amplifying the car's style and cutting edge technological features in an innovative and original way.

To do this, Mindshare teamed up with the Metro to create WARP - an exclusive four-part, digital only magazine full of interesting information, from 3D printing of human ears to Ford specific articles and even a hidden section powered by accelerometer technology.

Display ads ran across mobile, tablet, email and print to promote the magazine in association with the New Focus launch.

Key findings

A study conducted by a third party research company focusing on 1,200 Metro readers showed:

  • 79% uplift in favourable opinion of the new Focus
  • 86% uplift in associating Focus as innovative
  • 90% uplift in associating Focus with cutting-edge technology

The mobile first strategy of WARP meant digital was core to this important campaign. Ford has always embraced innovative ideas and technology and WARP was a great opportunity to try something new, differentiating us from others in the market – especially important for the Focus launch.

Rachel Moore, media and fixed marketing manager, Ford UK

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