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

STUDIOCANAL – Swallows and Amazons UK theatrical release

With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.

By getting parents to rediscover their inner-child, the goal was to reverse the traditional role of 'pester power' between children and adults, as the heritage element lay with the older audience.

Partnering with The Telegraph, STUDIOCANAL ran a four page pull-out that could be folded into a pirate hat – providing a craft activity that children could participate in with the help of the grown-ups in their lives.

In keeping with the competitive theme of 'Swallows and Amazons', pictures of readers in their hats could then be uploaded to an online competition page.

Running this activity in The Telegraph allowed for an association with a trusted English heritage brand, matching the values of the film. The campaign achieved engagement with the target audience but also reignited the ‘kids at heart’ of the older audience.

Key findings

  • There were over 200 entries to the competition, which was a direct result of seeing the print ad and going online to enter
  • Strong box office takings on opening weekend ensured that screens were held over until the competitive summer holidays against strong competition
  • Total box office takings to date have vastly exceeded the clients expectations

The winner started with a great insight, demonstrated a heart-warming family use for newspapers, and really turned the paper into a tactile part of their execution

Katrina Lowes, head of marketing, Vodafone Global Enterprise

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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